Of course, they could occasionally choose to make less profit. They aren't obligated to, but fans aren't obligated to buy tickets to teams that value profit over winning either. It's a balance, that I think the owners have rarely sided on the side of spending more when the team was great. That's their right, of course, but they chose this business. If you judge success by winning playoff games, they are not so successful lately. If you judge it by profits, I'm sure they are plenty successful.