Well, don't forget Stan Lee's age here also. I think part of it is that he'll increasingly do anything for money, but I also think a big part of it is that his attitudes haven't grown up with the medium. For example when listening to Stan Lee talk about his attitudes on the Marvel Civil War (which was ruined due to people changing it to involve analogies to real world politics by defining one side clearly as wrong despite the original intent) they were very simplistic and seemed to have no bearing on anything happening either going by the original concepts/lead in, or the current one. He just doesn't think like a lot of people do today, despite his apperances.
Think back to when Stan Lee first started doing his thing, and how absoltly cheezy some of the characters from both Marvel and DC were. I think DC was worse, but on sites like "superdickery" you'll see examples of comics (in great numbers) that are simply "W T F" in some way by today's standards.
Being Hockey Players is no more far fetched than say doing a comic series based on "Mr. T" (he had one), or the original launch of Dazzler where she was "The Disco Dazzler" (I kid you not), and comics where they for example had Mohammad Ali fight Superman. Not to mention cartoon shows back in the day (unconnected to comics) like "Sport Billy".
A number of decades ago this idea probably would have seemed a lot cooler and less silly than it was now, and fit right in. I think the problem is that the world, and the audience has changed. The idea is just too cornball even for the kids today.