The owners would like for nothing more than to pay these players a lot less than they do and stuff their pockets with bigger profits while watching the value of their franchises go up and up and up, these players who are the very source of their incomes and rising net worths.
Now if you want to bring the fans and the lives of the general public into the equation in comparison, that's a completely different discussion. Generally speaking, I may take the side of the players over the owners the majority of the time, but I take the side of the fans over both of them. I think the entire league exploits the average fans love of the game and milks it for all they can, as do all the entities directly or indirectly associated with the league. For me personally, I try to keep my being milked in such a way to a minimum, and continue to enjoy my love of the game at such a minimal financial cost to me.