There is a larger problem here.
Bill states that he was not aware of the ball deflations. However, if you consider this, that is not an alibi but almost an indictment.
Why would anyone on the Patriots staff attempt to manipulate or "doctor" the footballs? Because they were instructed to. If lower ranking Patriots staff did this, which looks to be the case, it shows that there is a consistent pattern of looking for rules to both bend/break to provide advantages to their team.
In other words, this is the cheating they were caught at - but cheating is clearly part of their PROCESS. It isn't all the cheating they must be doing. The %s and numbers don't match up.
There are very likely roles in the organization that ask people to identify rules and look to break them where possible, because otherwise how would so many small cheating incidents that would otherwise be unrelated be caught?
You aren't caught 100% of the time you cheat. You likely are caught less than 10% of the time. I know, I cheated at every sport I ever played because I had to. I was slower and smaller than other players, so to be effective I had to do what I had to do. I admit, I believe there is a difference between individual cheating and ORGANIZATIONAL cheating, which is then systemic. (Which could just be something I use to convince myself that I was justified when I really wasn't).
When you have respected coaches like Shula literally accusing the coach of cheating, I am not sure how much more perspective you need. You might not like Shula, but it is a big leap to move from believing someone is cheating to publicly accusing them - especially when you do not have a direct stake in the outcome but for being professionally embarrassed.
The NFL has a problem that a system of small rules starts to fall apart if teams are allowed to grant themselves advantages by willfully breaking certain rules given the expectation they are unlikely to get caught. A lot of small advantages can tip the scale in even matches.
The weird thing is the Bill is a fantastic coach without it, and the Patriots are a fantastic team without it. But it derails the whole point of the game, which is to use a series of contests to measure which team is "best" based on a series of rules put in place that supposedly make it a level field/contest. (Which is why everyone freaks out when these rules are applied unevenly by a ref missing a call ....)
This is bad not because one rule was broken, but because it is an indicator that many more must have been.