I think Goodell is playing to three segments of the Owners, the one audience about which he gives a hoot.
1) A small minority of Owners with an IQ above room temperature, who have nothing against the Patriots, who understand that there was no "deflation" and that the investigation was a sham, but who want him to preserve what they view as the power they invested in the Commissioner, no matter how arbitrarily he might use it.
2) Another small minority with a measurable IQ, who have nothing personally against the Patriots, who don't know whether the Pats broke the rules but who think that the Commissioner's power to discipline them should be upheld.
3) The vast majority of Owners who have it in for the Patriots and want him to go after them on any pretense, who actually believe that the Pats "deflated" those footballs and who want him to go after the Pats in the name of preserving the power they invested in the Commissioner, but for whom the latter is secondary to their primary goal of getting the Pats.