It’s simple. They work for a living. Their jobs have a market value. Like every other player in the NFL, they are going to push the envelope for the pay the market affords them. Players do that for themselves and for the members of their union. It’s actually quite simple and has nothing to do with how many or which games they win. Teams that go 0-17 are required to spend close to the same money on players as the team that goes undefeated. All the money made for the league and owners via TV, attendance, concessions, and merchandise, along with increased value of franchises is all dependent on the players who sacrifice their current and future health in very short careers.
We, as frustrated fans, can debate our personal opinions on players‘ values and the crazy money they earn, but why shouldn’t they demand every dollar and increase their sliver of the pie?