He is not paid to fight but to PLAY hockey which he does exceptionally.
If Subban fought with every assholes who, for some reasons, provoked him, he would fight 5times / match and wouldn't finish any matches which is what these assholes want. Conclusion ? He's not coward, he just uses his brain or maybe follow coach's instruction : "don't react to provocation, don't fight PK, just play, that's the best way to punish them."
After my twenties, I stop thinking that fight to resolve a dispute was cool. I understood it was a proof of stupidity...
You guys are judging one of the best hockey player on the way he fights or not to respond to provokation like we were doing at school when we were kids... Cmon...