As a consumer, obviously, I'm with the NFL on this one. This is all a part of the NFL's complex, and wonderful, system of revenue sharing. By marketing its TV rights, it logo wear rights, it national radio rights, and so on as a single entity; and by sharing live gate revenue, the NFL presents a product where any team in any market can be competitive.
Great for everyone. Every team has a shot. Its a fair game where its really a battle of intelect between GMs and coaches to develop the best team.
Its a great system, harming no one. Everyone prospers, and every fan has hope. Contrast to baseball's broken system (and understand that baseball at least lets teams develop young talent, while football lets colleges do that, making the prospect of a small market team ever competing being even less in an NFL w/o this system).