I'm sure Wyc doesn't want to lose a season, but as with all contract disputes, he has to take sides with the NBA/owners stance. This season could be our last true shot at a championship, and with the way he has pumped money into the team, I don't think he is that desperate to maximize profits.
With that said, you are right. As fans, will we see a decrease in tickets and merchandise, as well as the NBA League Pass? Doubtful.
The NBA, love it or hate it, is in such a terrible state that, unfortunately, I think we are going to have to live with this every 10-15 years, or at least until Stern is gone.