I disagree. You said it, Roy, the answer is "don't pay". Don't massively overpay players. You might be bad for a little while, but you'll get good draft picks and get to sign talent on a bargain of a contract which will make you competitive.
But you have to keep interest in your team to sell tickets. Hard to keep interest up if you're sitting on your hands hoping that a diamond falls to you at the right price.
I was unclear, but that "talent on a bargain of a contract" I was referring to were the good draft picks on rookie scale contracts, which are very often the best valued contracts in the NBA for teams.
If you are in the bottom 5 of the league for 3 years, you are bound to get at least 1 very good player out of those 3 draft picks who will be on a bargain of a contract can turn your franchise around. If you haven't overpaid for other players, you are bound to be in a position to be able to pay handsomely for good talent to accompany your young player(s) with, whereas, teams that massively overspent on other players won't be able to.
I disagree. You said it, Roy, the answer is "don't pay".
Easier said than done, though. All it takes is a handful of owners / GMs to set a market, and once that market is set, teams either have to get in line, or fall to the back of the back. Teams can either overspend, or they can stay within their means. However, by staying within their means, they're losing games, and ultimately, fan interest. Lack of fan interest means fewer gate receipts, fewer concessions, lesser local TV and radio deals, etc. In turn, that leaves even less money to spend on players.
Revenue sharing obviously would help some, but controlling costs on an individual team level is the answer, I think.
If there is some sort of cap in place, then teams can only overspend so much. I think revenue sharing would do more than just "help some"; I think it is the key. If teams are able to overspend and exceed a soft cap, make it a $1 for $1 luxury tax for the first $15M over the cap, then $2 for $1 tax for every dollar over that threshold. Teams won't be spending like idiots anymore and the league can use that tax money as revenue sharing for the teams unable to spend that much money.
In terms of gate receipts/ticket sales, which both of you mentioned, that shared revenue can allow the franchise to sell tickets at much lesser costs which will keep bringing fans to the games. How many of you still attended celtics games from 1996-2006? I know I did. Fans will still go to games even when their team isn't winning. They just won't be selling out every game nor be able to sell for as much money as the better teams, which, yes, does mean less money, but that's where the revenue sharing takes care of that. Look at the Golden State Warriors from '94-2006 and Clippers from '97-2006. Both franchises were extremely horrible for long stretches of time... They still stayed around. Fans still go to Pirates, Orioles, Marlins, etc. baseball games. Why? Cheap tickets. How can those franchises afford to sell such cheap tickets? MLB's Revenue sharing. I think it's the answer.