Oh, but it is simple...
The NHL cancelled the CBA. If the NHL wants the PA to accept a new CBA, the NHL better make sure it is palatable to the PA. Instead, the opening, insulting offer was something that Bettman and company could have issued in January instead of June. And although the money has been going up in the NHL's proposals, a reduction in salary through escrow is still a very bitter pill to swallow after having to take a 24 percent haircut seven years ago.
The fact is the PA doesn't have to make a counter-offer. Why should they? The NHL's offers amount to the PA's membership having to shave money off their salaries for no other reason than "the players make too much money". The NHL has yet to give a cogent argument for the reasoning exactly why the players should give up any money.
You know, in real life they wouldn't ask any of us if we wanted two 24% haircuts. They would just hand us our severances (if we were lucky enough to get a severance) and cut enough bodies to make up two 24% reductions.
I'm not sure what part of 'most of our league is not in healthy financial shape so we need to cut costs' fails to count as 'cogent'.
Even if a team is breaking even, how is the owner to cut costs? He can bear the losses himself - that's unlikely, which of us would do so in their situation, especially if no profit is being made in the first place? Costs like arena maintenance, transportation, marketing and licensing probably go up every year. So what you're left with is to fire trainers, scouts, management, marketing personnel, arena attendants, have less EMTs at games, etc.
Again, to cut in these areas you are cutting the jobs of regular people.
What we're seeing here is a very nominal renegotiation of the salaries of the people who a) are practically guaranteed that they will not lose their jobs and b) can most afford (outside of players NY, TOR, etc) to bear the cost.
Even with vertical integration, shady bookkeeping and tax write-offs, why do you think a team like Philadelphia with deep pockets can decide to forego $100M in revenue by risking an entire season? If they are making so much money hand over fist with all their shadowy interconnected business practices, shouldn't it be in their best interest to just continue under the old CBA? If these teams are just toys to be used for tax deductibles, does it really matter that the business keeps losing money year after year?
Of course one answer would be greed, but if greed was really the issue, you would take your $100M in income and use that cash in your other investments. Because if you're greedy it's better to just keep taking in income rather than take out a significant chunk of your business. How many more concerts can an arena book to make up for 42 lost games? If you are an organization like MLSE whose parents count on the teams to provide content to other parts of their business, a lockout is going to exact a heavy toll.
The very fact that the whole league is willing to lockout the players and risk disrupting their revenue streams for an entire year strongly implies that team losses are so detrimental to the business as a whole that the long-term gains of tweaking the last CBA far outweigh the value of an entire season of revenue.
Really, the players are fighting for philosophical quibbles. If a large (~20% rollback) reduced the average player salary to less than $1M, there would be a valid economic reason for their stalling. But there isn't. That's why they will ultimately lose this battle, because the owners are fighting for economic reasons.