I will try to be perfectly clear this time. You say the players are the product. I say the players are very well, and more than fairly, paid. The players and the owners are NOT partners. If any player thinks he is unfairly paid he is free, as anyone in the country, to try his luck at another field, or maybe become the first owner/player and do it his own way.
I think this is the fundamental disconnect right here:
"I say the players are very well, and more than fairly, paid."
And that's all well and good for you to say. I'm sure a lot of people feel that way. But, look at it from the players prospective. They've spent their entire lives honing their craft. Even the rookies have been basic basketball apprentices for the past 10 years of their lives or so, dedicating their lives to being the best basketball players that they can muster. And the veterans like KG, Kobe, Pierce, LeBron, they've sacrificed hours, days, weeks, and months of their lives to put out the best product they can in the form of the best basketball played in the world. And they've by and large played by Stern's rules, and mostly live their lives in such a way that most of us would likely consider pretty confined in what they can or cannot do.
And they've furthered the brand of the NBA, LeBron, Kobe, KG, Dirk, all of the superstars, have as much to do with the NBA's popularity as the owners have, and because of that they feel they're entitled to a % of the basketball that is earned when people come out to see them play, or buy it on TV, or buy things with their likeness.
You say they're more than fairly played, and a lot of times you see words like 'to play a game they love' thrown in there too, but the fact is that playing a game they love brings in a heck of a lot of money, that goes on to support and provide profit or income for a heck of a lot of people.
The players maintain that if they don't wanna play, people won't watch to see a poorer product, the owners maintain that the players should be happy with less than they're asking, because the owners own stuff.