When the afl announced they were planning a team for western sydney, everybody screamed about how hard it will be to win that market. Western sydney is controlled by rugby codes and soccer. Still the afl went ahead and to help their cause they signed folau to a masssive deal in an attempt to garner interest. The afl has pumped tens of millions of dollars into gws and they knew they would struggle to begin with.
Folau walking out was a massive blow for the afl. Not only did he not generate the interest in the game that they expected, he was a massive flop and walked out of the code. The afl were left red faced as they were beginning realise the magnitude of their task to establish a successful afl team in western sydney. However their was a light at the end of the tunnel. The worst kept secret was that lance "buddy" franklin, the games premier goalkicking machine and one of if not the biggest draw the game has ever seen, was heading to gws. The afl knew with buddy's arrival, sponsors would come, fan interest and attendance will rise and better players would be willing to join the giants. Gws were going to be PRIMETIME!!! and the afl's multi million dollar experiment would be a huge success and the afl would make their money back ten fold. Then......
The swans swooped in and signed buddy while no one was looking. The afl's master plan had been thwarted and gws would have to start again. The afl left with egg on their face.
That is the reason for the ban
The reason why the Swans were banned was because the egg on face to the AFL has been building and building until it no longer could be ignored or allowed to continue.
The egg on face being the bull sh!t advantages the AFL / Demetriou had engineered over the past ten years to unfairly boost the Swans and the AFL's marketing campaign in NSW. Now with GWS attempting to develop and the Swans obviously being a long term success the change in management finally allowed the AFL to rectify the situation. Demetriou was a dictator and he was more interested in boosting his own annual bonus by handing the Swans advantage over advantage that other clubs did not have and in doing so improve TV ratings in NSW.
The AFL conducted a in depth survey on what was most important to fans and the answer came back "the integrity of the game". In one sentence the AFL was pushing equalisation but all the hand outs to the Swans engineered by Demetriou was exactly the opposite, especially after the sustained success the Swans had enjoyed.
The AFL then decided to scrap the COLA "scam" and IMO then AFL found out about another big name free agency signing by the Swans and then decided to stop it.
Next should be the academy system in its current format. Why is there a Swans academy and a GWS academy?
Why can't there be a AFL NSW academy with both clubs and the AFL pooling resources to develop NSW talent?
Both clubs should then bid against each other to retain the talent in NSW. In this case Heeney would be at the Giants and fair enough.