I don't understand why we can't have this team but GSW can keep a core of KD, Klay, Steph, Dray for the next 8-10 years (coming from JVG's quote of penciling the Warriors in the finals). Especially with KD and Steph both expiring this year (with Steph eligible for the super max) and Klay expiring the year after.
If KD is willing take a discount to win, wouldn't a guy like IT or even PG be amenable to taking a small discount too? If we can land PG, would Hayward be willing to take a minor discount too?
Top stars like LeBron and KD have already made a lot of money in their careers. It doesn't mean they'd be willing to play for free, but at this point championships are more important to their legacy than a few extra million. They also make an enormous amount from endorsements which are bolstered with the publicity and legitimacy a title brings.
Secondary stars do not make as much from endorsements, so the benefits of a title are more personal, not financial. A huge part of their income is still coming from their salary playing basketball as opposed to being a celebrity pitchman.
IT has never had a big money deal and this is his last opportunity to get one. George has made big money but his endorsement money is nowhere near the Currys, Durants, and LeBrons of the world, partly from relative lack of team success, personality, and small market.
The other unfair thing is, once your organization has already won a title with a group of players, it is a lot easier to expect them to take a discount. The Spurs kept their great teams together with Duncan, Ginobili, and Parker all not taking the highest possible deal the market would bear. This is because of their great team culture but also because the organization had cachet, the trust from the players that they would spend the money wisely and put the team in the best position to win more titles. The Patriots do the same thing, to the consternation of other NFL teams. Brady is still a top 1-2 quarterback but is only making 14 million/year.
The Celtics really aren't in a position where they can expect players to trust them and take discounts. They are trying to sign stars in free agency to the max, which means some players (not Horford who Atlanta didn't offer full five years) are already taking a discount just to sign with you. Durant knew signing with GS that he would pretty much be guaranteed multiple title shots. Boston can't offer such certainty.