In terms of hits and physicality, the Flames do with what they've got. They're a smaller team without a huge player to run over its opponents...they were minuscule before the trade deadline. I'm not convinced that they can do much as is. Having a large player who can protect the puck and finish plays (ex - Laine) or provides protection to Gaudreau and has scoring touch (ex - Lucic) would help immensely.
I think the team is soft in the sense that it doesn't defend itself with the "extracurricular activities". You can hack and slash Gaudreau all night or make a borderline hit without fear of a great response. I'm not sure if this is a team mentality or if it's Hartley holding them back...the team seems very tight off ice but isn't willing to defend themselves on ice.
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