Compared to the real world, yeah, my first reaction is "entitled whiners." "My caviar was too warm!!"
However.
This is like college [student] recruiting. The college "industry" is basically allowed to price fix - everyone prices within a couple thousand of Harvard - everyone. University ranked #5 and #85. They all use FAFSA to demand either you pay list price, or you divulge your parent's net worth, and we base your net fee on your total ability to pay. So, if they are not competing on price, with University ranked #5 charging more and #85 charging less, it's all on facilities. Who has a fancier theater, more electron microscopes, bigger gym... Similar for recruiting athletes - again, it's pretty much fixed pricing - how does "free" sound to you?
The NFL has a salary cap. They really can't spend a lot more than the other teams, long-term. You can't change where you're based. So what do they compete on? Facilities. You have two teams offering you $50M, which one do you want to spend time at? The facility doesn't count toward the salary cap. You want to attract free agents? Fancier facility than the others.
Sure, you have an elite QB, you went to the Super Bowl recently, that can differentiate you. If you don't, yeah, it's facilities and location.