In the eyes of fans who want to win, it's simple: By turning healthy profits the last two years, the Suns have earned the right to go all-out for this year's title. It's like working overtime for eight straight weeks so that you can splurge on a three-day vacation with a clear conscience.
Chasing a title is bad for business, period, for any team. Some do it anyway and some don't. The question is how badly do the owners want to win. Any team can take themselves out of the running for a championship and explain their cowardice away as fiscal prudence. That course of action requires no passion or vision.
Cutting costs is smart business, which is why smart businessmen should avoid professional sports. The good businesses to own are the ones where having an excellent product is an advantage to your bottom line, not a disadvantage. Cuban owns the Mavericks for thrills and vanity, not profit. That is as it should be.
The Suns will, instead, be operated like a proper business, casting aside championship hopes in favor of 50-and-fade. Sarver and company could afford to spend their accumulated profits on a dream, but they don't want to. That's up to him and he is entitled to run the business however he likes -- finding takers to buy sports franchises is always difficult, and Colangelo probably didn't have any better options. But it robs the fans, and trying to spin it otherwise is simply dishonest.