What started this discussion that has turned into the cost of equipment, roller hockey, etc., is how to make hockey more popular, or why it isn't popular across the US. I think it was mentioned that the cost of entry was too high for many kids.
You don't really need to play the sport to become a fan of it. I played street hockey with the kids in the neighborhood--this was literally running around on the tennis courts or in the streets using tennis balls or hockey balls. I played a couple terrible years in HS but by that time I was already a diehard fan. Most of this was in Maryland, which at that time wasn't exactly a huge or traditional market.
At the same time, a billion kids in the US play soccer, and it is not exactly a huge spectator sport in the US. So there's more to creating fans that will watch your sport than getting kids playing the sport.
Hockey is great at marketing to the diehards but struggles with the casual fans. I think losing their deal with ESPN and moving to nonsense channels like VS/Outdoor Life Network/NBC Sports/whatever hurt them. You can point to the ratings for Sunday games on NBC and say "well no one watches those" but the problem is people have no real frame of reference that makes them want to watch those games. They aren't even causal fans because they aren't watching Tuesday night games on NBC Sports or NHL Network or whatever. The outdoor games do pretty well but that's because it's a novelty, people are watching who don't even care.
I'm not a marketing person so I don't really know what you do to bring in those non-fans or casual fans. Just seems like we're not doing something right. They difficulty in getting kids playing might be part of it but I don't think it's the only part, or even the biggest part.