Ring of Honor

As far as professional wrestling promotions go, Ring of Honor (ROH), founded in 2002 by ECW videographer Rob Feinstein, is the third largest following WWE and TNA. What I can't wrap my head around is why someone who once championed extreme combat is now decreeing a 'Code of Honor' (i.e. no sneak attacks, outside interference or harming the officials). Is this still sports entertainment?