NO!  Paying fines or public shaming is NOT helpful.  Coaches need to train their players to learn how to play with controlled aggression yet be conscious of when to turn it on & immediately turn it off as soon as the whistle is blown or the play is out of bounds.  This is a mental problem that has to be taught by coaches.  I am not a fan of Egan Inoue's never ending business schemes like liquid nitrogen body treatments & now Japanese jewelry but he & Miano probably understand this idea training their players state of mind to improve performance that includes reducing penalties.  Wouldn't be surpised that involves meditation to help train these players to play all out but with controlled agression & improve situational awareness of completing their assignments without losing concentration, distraction or not letting it get personal by what their opponent does or says to them to mess with their minds.  Unfortunately this level of mental training for football players is beyond the coaches