I thought the stadium series was just a this year thing as kind of a payback for the lockout??
No, just a way to make even more money from outdoor games while avoiding any damage to the "mystique" involved with the Winter Classic.
The NHL made up for the first lockout with plastic Stanley Cups and messages of "THANK YOU FANS!" written into the ice. They would never be so elaborate if all they were doing was conciliatory in nature.