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If a company is losing money, usually that company has to either introduce pay-cuts or have redundancies, how is an NBA franchise any different?
I don't think it's a particularly greedy thing to do to just want to break even on your investment. NBA players invest nothing but time to play basketball and there is zero risk of not getting payed if your contract guarantees it.
NBA owners on the other hand are losing money and they shoulder all the risk when it comes to the economic side of things. Honestly it's just simple economics in my eyes, if a team is losing money then they have to cut back and that is a fact.
Most NBA owners to my knowledge are independently wealthy outside of their teams and just use it as a hobby. I suppose the argument you could hold is that most NBA owners don't rely on their team to actually financially support themselves and that they are just greedy and want all the money and I respect that view.
But the fact is that the players are currently paid obscene amounts of money already and going 50/50 is hardly an unrealistic ask. Does a player really need to make $300k PER game?
Given the revenue that the NBA generates (despite the BS they tell you), the players deserve their obscene paychecks.
No one would watch the NBA to see the owners own the team, they come to see the players play. It's not the players' fault the owners can't manage their teams' financial shortcomings. And as DC said, them losing money has nothing to do with player salaries.