I use the amount of $500,000 to set an example for Coleman as well as the other players that this type of behavior is not acceptable. It may be off the field but he is a high-profile person representing the Texans.
$500,000 is steep enough to hurt him and persuade others not to act like this
A $500,000 fine to a professional athlete is like a $100 fine to you and me; it sucks, but we can deal with it.