Depends if you care about turning a profit shortly or if you want hockey to grow long-term.
It's a non-hockey market because they didn't grow up with hockey. NHL expansion isn't about 10 years, it's about the next 100 years. It's about creating an interest in the sport that makes kids want to sign up for youth hockey, and watch the sport, and one day, join the NHL. Dallas has a thriving youth hockey scene and is creating generations of new fans in part because the Stars toughed it out during some lean years. It's never going to be Toronto, but that's not the point. Convincing Canadians to enjoy hockey is easy. Finding new fans and markets, that takes time, and a healthy dose of patience.
If you care about hockey as a whole, it's to your benefit to support expansion into new markets. The health of the game is only improved by seeing new regions create the next generation of both fans and players. When Texas starts producing players that routinely have impact on NHL games, you better believe interest will climb. That's the end game. Hang with it. We're going to be old men by the time the markets that looked weak become staples of the league, but there's evidence it's happening in places, and that's worth pursuing.