Habs generate far more external revenues and profits, what is commonly called non-hockey related revenues in NHL CBA lingo
Far more.
That's why Molson doesn't care for the cup per se.
What Molson is doing is trying to not rock the boat while keeping the media satisfied with francos in management and the roster. Making a run for a cup requires going all in, rocking the boat, which is a sacrifice Molson doesn't seem willing to take, hence he's more preoccupied in keeping the brand intact, because that's what enhances his non-hockey related revenues, which by now, forks in a lot more cash than a few playoff games.
You can huff and puff about 2mil per game all you want, realize that a chunk of it goes into revenu sharing too.