Yeah, in terms of aesthetics and the general will to, you know, not whore ourselves out to corporate greed, it's really rather horrific. Personally, I think there are better ways of marketing the NHL to keep the money coming in, and if Gary Bettman has any sense at all — and there's been little evidence of it so far — he won't even allow a second of consideration for this notion.
I applaud the players, however, for backing a play they know won't be popular for the sake of a game they love. Thing is, though, most hockey players don't have business degrees — nor do I. But ads on goalie jerseys? That's gotta cross a line somewhere.
By the way, if you haven't become disturbed by this idea yet, just look up again at that picture of Martin Brodeur. Then tell me he doesn't look like Jeff Gordon.