The NHL was perfectly willing to let their players go provides they actually got something in return. Instead, the IOC wanted the NHL to foot the bill (travel + insurance) while getting no monetary kickbacks, no advertising rights, no media rights. They can't say their players are playing in the Olympics, they can't use clips of their players playing in the Olympics... nothing.
Yeah I mean, I never meant to imply the IOC are the angels here. They're all a bunch of greedy f***s. But if they would have put their egos aside and figured out a way to make things work they would have got a whole lot more in return than monetary kickbacks in the long run. It was a missed opportunity.