I agree with your thoughts. As big as the game itself is, the idea of the Super Bowl and events around and in it are commercial. Look at the week before with all of the media and pre-game hype. The Super Bowl halftime and the outrageously expensive TV commercials are show stoppers.
Everything in the media is about ratings and the money it brings.
I would like to see more about the Football players, coaches and the team than all of the extra.