While that's a possibility, it's more about anticipating how the organization is perceived by its customers (the fans), the media and the league itself. Maybe that means "yeah, they'd misunderstand it anyways and bash us for photoshopping the pic, but that's better than the scoreboard/punt pic" or "even though it's a great shot of the scoreboard, people might get all emotional about punting from our endzone or how terrible that Browns game was, so let's use a pic that's not as good but displays the team when they were making a great play." Or my personal favorite..."this is a great idea (to use the scoreboard in a way that personalizes the message to season ticket holders), but the potential bad messages make it too risky and let's think about a better way."
You might not think it's important or worth fretting over, but here is a team that's under attack on a regular basis, and needs to be very, very careful about its image.