More than anything else, we should be complaining about the NHL not allowing its players to compete in proper IIHF tourneys(worlds, olympics[lately, so far so good]), if they do that, and on top of that throw together some exhibition tournament, i have no problem. Them not lending their players to international events(or even having the power to do that) is what i find unacceptable.
Part of the universal appeal of soccer is in its international tourneys, which are always atended by the very best(olympics are a bit weird, but still), the ice hockey is taken seriously by way fewer countries, so we should try extra hard to make it more international. If a country can watch their best players to compete only by staying up till morning hours(if the game is on at all) or once in 4 years if lucky, it's not doing much for spreading the appeal.