Pro-sports is about money. Owners want to maximize profits and so do the players. Everybody inside the NFL wins.
I'm sure most players want to win, but at the end of the day money is money. Doesn't matter how much they have made, it's about getting paid what you are worth in the eyes of the GMs/yourself.
I would bet if you could ask any player, anonymously, now who played in the 90's who won a ring would they take that ring or 10mil extra, it would be a landslide for the 10mil.
Money goes further than a ring sitting on your shelf.