I don't think the problem is the fines, I think the problem is the consistency, and the lack thereof. You know that every play is supposedly reviewed by the league and the frustration arises when you know that there should be a fine, (Steeler or non Steeler) and none is handed out.
As long as it is a level playing field, you won't hear many complaints. You will always have the homers, but really, fair is fair and most people understand that.