I'll take a stab at it. I'm sure that I'm missing some angles here...
It's all about 345 Park Ave controlling the distribution of it's product and content and protecting the revenue deals it has in place. They want to have a path to monetization for EVERYTHING.
Football is evolving into a business based on highlights and scores. They are losing casual fans and they don't know why. IMO the casual fan doesn't give a rat's behind on a 2nd and 7 running play that gains 4 yards. They care about scoring plays.
The problem teams like Dallas, PHI and CLE have with the policy is that they cannot reach out to its fans and followers and show samples of it's product (if I were CLE I would refrain from doing so but thats another conversation) which in their assessment, would drive viewership and attendance (which is on a downswing.)
What I'm not sure about is how big of a fissure exists between guys like Jones, other owners and 345Park Ave.
Does Jones think the league is doing a crappy job and he is trying to protect what he can and almost take matters in his own hands?
What Jonathan doesn't get is snippets/social media, etc can drive all kinds of additional direct/indirect revenue streams. I'd like to think he gets that but they just haven't executed at a league-level yet and he wants to be a little more cautious.
Messy...