It is a problem that passengers perceptions of safety are massively influenced by how firm the touchdown was. You could bust every limit in the book during the approach and if the touchdown was smooth most passengers would think you did a good job.
Boeing is absolutely clear about not encouraging smooth touchdowns. We all like to do them because of what passengers think, but in many cases a firmer touchdown is safer, particularly on a wet runway. There are obviously limits. But it is very unusual for any damage to occur to the aircraft even when the limits are exceeded. Ironically you can do much more damage striking the tail when holding off too long trying for a smooth touchdown.