I think a lot of what is happening can be laid at the feet of the refs. Taunting and trash talking seems to be the start of it from the games I have seen. It esclates from there. Throw the flag for head to head, then talk it over. Wave the flag off if deemed not tarketing. Warn the players for taunting early, if not cleaned up, throw the flag. One early taunting flag will go a long way to settle the game in my view. I understand the refs do not want to ruin tha game but they need to take control early.