I don't think it's a good thing, considering that the coaching staff initiated it and kept it going (a bad way to coach, IMO). But I'm on the verge of puking over all this "righteous indignation" by the fans about it. Honestly, are fans naive enough to think this hasn't gone on for YEARS?
Biggest difference is that it seems the players usually initiate it, not the official reps of the organization. A move by one of the pawns is quite different than one by the king/queen.
Terrell Suggs went on a nationally broadcast radio show and essentially bragged
about the bounty that the Ravens had on Mendenhall when Ray Ray broke his collar bone in '08 (totally legal hit, BTW). All the league did at the time was look the other way.
The only time I'd say I have a (big) problem with it is if a coach offers a bounty to do something illegal. If somebody is telling a player to "sweep the leg, Johnny!" that's taking it over the top. Offering a bounty, reward, incentive, prize, trophy...whatever the hell you want to call it, for a pick, fumble, TD, big tackle or huge hit knocking somebody out of the game is fine by me as long as it's done by the rules. They're just doing what they're paid to do in the first place. It's similar to player contract incentives...just on a smaller, specific level. Again, as long as it's done by the rules.
C'mon, it's a barbaric game. The problem is that the league (and to an extent, the fans) likes to pretend that it's not.