ME!!
Throwing a fish over your shoulder like it doesn't matter is flat out wrong. The ones you saw gently placing the fish in the water and taking time to revive it after what must have been an exausting fight to the fish is the one that cares about preserving the species for the next generation, setting examples for the kids watching, and also setting examples for those who otherwise are AGAINST the sport of bass fishing and those who participate in it.
It doesnt have to be one or the other. I toss back plenty of fish from standing height on the deck and i have yet to have one die from the impact. Unhook, extend arm, drop. no problem.