Why Athletes Are Punished For Celebrating

Overcoming Bias' Robin Hanson examines the recent trend of sports leagues ramping up punishments for "excessive" celebrations. Why does anyone care? An interesting hypothesis is offered:

[...] When it is hard not to brag, not bragging is more impressive than bragging.   Since we want our athletes to be impressive, we want them not to brag.  We don’t mind athletes having fun, but not fun that makes them seem less impressive.

In a few less words, difficult achievements are impressive. Since withholding from celebration is difficult, we're impressed. These anti-celebration rules, then, are meant to manipulate our tastes as fans? I love elaborate, bombastic celebrations -- love them -- as long as they're creative, don't go on for too long, and don't use other people as props, and if a player celebrates excessively in the face of punishment, I'm all the more impressed. It's not as hard to refrain from celebrating as it is to come up with an interesting celebration.