I don't think there's much difference between first and fourth in money terms, so the "they need success to make money" argument does not hold much water IMO. From what I know about American sports there are lots of owners who are happy to keep their teams reasonaby competitive without going to the extra effort needed to win championships. Again, in money terms, this makes sense: as long as the stadium is full and the TV money's coming in, everything is hunky dory.