I can think of about 100 other things that annoy me more than the simple word "GEICO" on a goal. As long as it literally doesn't change the game (ie players can't see blue as easily as standard red), or get really annoying (ie an electronic ad that crawls along the goal post), it's not that bad. It's less annoying than the ads that some RSNs project above the goals.
And it's way less annoying than ads on uniforms. I understand not wanting that - the NHL should have as little in common with NASCAR as possible, IMO.
Do I want it? Not really. Do I accept it if it prevents a $1 per game hike in ticket prices? Yeah. It's easy enough to ignore.