On the first point, yes, the IIHF grows the game. The NHL, however, takes on the majority of the risk in sending elite players to international events in the hope that the IIHF chooses to use a portion of the profits generated to areas from which the NHL could benefit. The NHL doesn't even get access to media footage of their players playing in these events. I hope the NHL continues to send players; however, their risk should be compensated financially (e.g., media access, IIHF pays players' insurance, etc...)
I posted previously that the current Olympic model is flawed because the IOC places numerous demands on the host that benefits the IOC over the host. The IOC has indicated they are willing to change, and has the next few Olympics to demonstrate they are committed to such change. I think the NHL could be one of many entities that approach the IOC and state that if you want to continue demanding cost prohibitive games that are more likely to be awarded to nations like China and Kazakhstan willing to spend the money it takes to put on a show, you will not have access to the NHL players. In such a situation, the IOC can then use this information (one of the many pros and cons for each host) to make a decision.