You and the suit and ties don't understand what the olympics does. It makes kids pick up the game of hockey in countries that can't watch the NHL, because it's in the middle of the night and maybe their parents don't pay alot of money to watch the league. Kids need idols and role models to imitate.
The reward for the NHL participating in the olympics is the growing number of talented players the league can poach in the cattle draft a decade+ later. Sweden winning gold in the 2006 olympics with a NHL roster is paying off for the NHL just about NOW.
Hockey is in a steep decline in Europe and the NHL doesn't help one bit with that. In Sweden for example, there is a huge dip in the number of kids participating in sports. That kids cannot watch the best hockey talent the country has to offer is a problem. Then they pick another sport instead, if they want to play sports.
But I understand it's impossible to justify such a long term goal, in the extremely short sighted system we live in today, where the next quarter report is as far you look.
The NHL crying the viewer ratings don't go up because they participate in the olympics, is so narrowminded it's mindboggling.
It is not the charge of the NHL, a private for profit league, to grow the game worldwide. Just becuase it has the best players doesn't mean that everything about the game falls on its shoulders.
It's job is to promote the NHL. If they get little alexi from Kiev to get excited and pick up the game and he ends up playing in some middling lower league, that doesn't help the NHL one iota.
Extremely short sighted? That's rich. The nhl tried this little experiment for two freaking decades with no benefit. 20 years! No bump and you and your ilk want them to keep doing it on some half baked unrealized lie that somehow somewhere the NHL magically benefits.
The idea was worth trying, it kinda makes sense that it would help the league. But the data is in, and it hasn't.
Imagining that the reason it hasn't is that the league just hasn't done it long enough is akin to a degenerate gambler on a losing streak thinking that the next hand is gonna be the big one.
All of this falls on the uber corrupt IOC who has no problem acting like a business when it comes to dealing with its broadcast partners but when it comes to dealing with the draw, pulls out its pockets and cries poor.
Screw the Ioc.