I heard they had a few people complaining about it last year.... a half hearted attempt by a few owners made to stop it, but most were ambivalent...but now it has real momentum....and even all the announcers are openly calling it ugly, and openly "worried about injuries", which makes me think that's just the NFL's way of letting us know this year is it.
Frankly...I don't think it will matter. 99% of the push they get is from the OLine and the QB. The only thing that will stop it is when Kelce retires....but that could be this year