So, the NBA owners want more money and want the players to make less. Of course, that's the mindset of corporations, we'll take the majority of the money, although people are paying money to see the players. Without the players, no money will be made, so you'd think there would be a middle ground. Of course, the players wouldn't make the type of money they make if the owners didn't agree with paying them this way.
There was actually a time when owners and coaches ran their teams. There was even a time when players made less than the coaches. But, as the owners and the leagues started to realize that the players ARE the game, they started paying them an enormous amount of money simply because they could afford to and with the presence of the players, it yielded them even more money! So, the philosophy shifted and rightfully so.