Couple thoughts here:
1. There may be a ratings dive among the younger generation that prefers to look at vines of touchdown plays instead of watching the game. That's obviously damaging to the NFL so they would like a way to "sponsor" the vines. Milk any money they can.
2. It's not all touchdowns and great plays on those vines. There are bad penalty calls, dirty plays, and embarrassing moments like the Brady high-five or the Jags fan shaking his head.
If the NFL is in control, you're going to see less warts and less publicizing of bad calls. Vines are now going to be about good things and NFL-endorsed "funny" things.