I don't know of there's an objective way to determine whether West Coast deserved all those free kicks. I've argued in the past that the way they play makes them more likely to receive them. They have a number of smaller midfielders that go searching for them, and a number of tall forwards that either spook the defenders into infringing, spook the umpires into paying them, or both.
There's an oft-cited aphorism that justice should not only be done, but should manifestly and undoubtedly be seen to be done. There's a growing sentiment that West Coast are getting more than their fair rub of the flouro yellow, and the AFL will probably have to intervene to ensure justice is being seen to be done. It's moved beyond 'interstate teams' to just West Coast, meaning inaction is increasingly difficult for the AFL.
Or, as Gil would probably drawl 'it's not a good look', so 'we'll take a look at it.' My theory is that Gil refers to 'looks' often, because the only reason he's a CEO of a major sporting organisation is that he looks like one.