I have no problem with the fine. I understand people's views that if a ref did a terrible job, then you should be able to call him out on it, but I disagree a bit on that. If the ref made terrible calls, he'll be dealt with accordingly (won't get playoff assignments, etc.). Torts could have complained privately to the league, etc. Making public comments like that embarrases the league and questions the integrity of the game. I have to imagine that if any Joe Blow did something like that publicly about his employer, he'd be in a lot of hot water. (I know the league isn't his employer, but the anology works I think).
Oooooo, no playoff assignments! There aren't enough playoff games to go around, so that probably doesn't sting a whole lot anyway. If I screw up at my job, I don't not get invited to the Christmas party, I get called out on the carpet. Or if it's really egregious, I get fired. When was the last time anyone's heard of a ref getting fired?
And calling out the refs embarrasses the league more than doing a piss-poor job? Sounds to me like they've got their priorities screwed up. I get that they don't want anarchy, but clean house and then worry about fining people for making comments.