Its not like the players have another option other than playing in the NFL at the current rate of pay, so it's also a load of crap to say they shouldn't try to get as much money as possible. Next time you're up for a raise tell your boss you're not interested. You're paid fairly enough.
Both sides are greedy pricks, but everyone in here to the person would try to get as much as they can while they can if put in either side of this situation.