The basis of the majority of human action is the desire to increase wealth. Granted there are basic survival instincts (procreation, sustenance, etc), but humanity as a whole is obsessed with having "more". In the case of the owners versus players here in the NFL we have two sides who feel they deserve more. Both in my opinion deserve whatever they can get. What they are able to get is based on what we the consumer are willing to give them. We as consumers are the driving force behind any salary due to the value we place on goods and or services. As of now we the public are paying approximately 9 billion dollars to the NFL (either directly or indirectly), so that is what the owners/management and players deserve.
As for the question on how to divide the money we have an interesting dilemma. In almost any privately held company in the world the boss makes more money than the employee. A grouping of all employees below him would collectively earn more than him, however the management/ownership as a whole would earn more than the average employees as a whole. As of right now the average workers (players) are making more money which goes in contrary to the norm.
Players and their supporters have varying arguments describing why they deserve more than the owners. Reasons like the level of skill they posses, the value they bring to the team, the risk they take in a very physical and demanding profession, and others I am sure I have missed. They also claim their ability to maximize their earnings is limited due to the antitrust violations of the league. All arguments by the players are, in my opinion valid.
With all that said however I am siding with the owners. If you want to treat the NFL as any other business where there are no salary caps, no talent drafts, and no other restrictions on where the employee can work then by all means go ahead. Use an example of a private industry such as Microsoft, Burger King, or Walmart, or whatever company you choose. No contracts determining how long a player is required to play for a certain. No contracts saying the team has to continue paying a player who is performing to standard. No drafting of college players. No competition from teams in struggling or small market communities due to the fact that all the "good" players are cashing in with Jerry Jones and Dan Snyder. No salary cap limiting the amount of money players can earn. No salary floor mandating a certain level of compensation.
There are many other arguments and comparisons I could make right now but my rant juice is out so I am gonna bring this to a close. If I was an owner I would say screw you to the players and start with all new players even if I had to go with talentless scrubs who got kicked off their college team. Sure I would lose money because the fans wouldn't want to watch the garbage on display and/or I would have to reduce prices for tickets and concessions, but in the long run it would be worth it to me.
I need to eat something now so excuse me while I enjoy a cappucino and frolla.