I look at league average and offer somewhere in that ballpark.
Whether anyone will admit it or not, people like fights. They like them in football, they like them in baseball, they like them in basketball, they'd love to see Tiger and Lefty duke it out on the 18th hole. Hell, most people would stop and watch a bum fight. So, it stands to reason, they like them in hockey. At least in America. I think, from a marketing standpoint, they have to sell the game and not the fights. But it was probably a bad move to attempt to legislate out the brawls.