You sir get it, with exception to that they have anything to play for. They actually do (obviously not the coach or the players with their guaranteed contracts), as Bay street agrees as well .... they (the owners) would make a lot more money from selling more Leafs crap to their sheep and charging more for TV rights, if they would actually win the cup one year. But I guess the argument is, that the formula is so bullet proof to their pathetic record that they really cannot bother to work harder to make a lot more .... Can you blame them? Most of their fans would answer ... "no we cannot, hence we keep buying, coming and tuning in."