I noticed Biff kiss the trophy....funny at the time, but I agree - the NFL shouldn't allow any non-player to even get close to the trophy line there.
Similarly, it bothers me in championship games/series when they have players holding or with the championship trophy for montages, etc. The NBA is famous for it, but I don't think any players should touch it until they win it.
IMO there's a certain aura or stigma that unless you win it, you don't touch it (as a competing player). Fans at Wal-Mart for photo ops, that's OK.