I can't speak for everyone but we know that what investors look at is growth potential. But what people are failing to realize is that hockey is a niche sport and doesn't follow along the traditional business trajectories. There are teams who have had successful years, including winning the Stanley Cup, that simply haven't crossed that line from niche into mainstream within their city. So while you can talk about potential, evidence has shown that growth potential, market size, and population are not the only metrics that will determine success. Problem is, most people are too conditioned to believe that.
With regards to the NHL specifically, they seem to care more about what they can charge new owners via expansion as that money goes directly to the owners rather than the 50/50 split as HRR. So using those types of metrics are simply part of the illusionary sell job,
With regards to Canada, you're mostly right but not completely. People have talked about GTA 2 given the population size. Yes it would cannibalize a small percentage of the TML base but not entirely and certainly not the corporate elements.
Yes, they will be making more in all of those cities in 10 years compared to a lot of cities like St. Louis, Carolina, Tampa, Florida, Nashville, LA, Anaheim, San Jose, Columbus, and a few others.
With regards to Quebec, it 100% would tap in to an underserviced market as people are far underestimating the reach the Habs have in that city and around the region. What a Quebec City team offers is one that is going to be middle of the pack revenue wise and have some good years and some average years.
But, it doesn't fit with American expansionism and their unicorn like dream of getting that National TV deal that perverts the NHL's entire mindset.