I'm Confused About Fighting In Hockey

According to The Code on CBC's The Fifth Estate almost everyone involved in professional hockey from the head of the NHL down believes that fighting is an important and integral part of the game. So why are there rules and penalties against it. And why are the rules and penalties so lax as to be ineffective.

There seems to be something just a little bit hypocritical about having purposefully ineffective rules against something that they claim to be an integral part of the game.