Players have different preferences and values, but I don't think it's unreasonable to imagine that a player could simultaneously want to win but not play for the smallest market in the NHL that is also renowned for having fairly brutal winters.
Some players might be attracted to bright lights, or sunny beaches, or playing for a hometown crowd, or to be able to blend in without much media attention while still being fiercely competitive on the ice and trying their damndest to win.
And not wanting players that want a nice lifestyle? What? First, that's really selling your town short. Second, they're not spartans obsessed with battle to the point that they forgo everything else. And even if they were, they died out, so not exactly replicable or desirable as an ideal.