Briere openly stated the other day that they are in the entertainment business, and that's true. Pro sports is just entertainment with a competitive component. It's a way to sell tickets, move merch, peddle beer and greasy food, sponsorships, advertising, gambling, broadcast rights, and all the peripheral elements that go with it.
If I look at the way they are going about building the team, I think they will end up much better than mediocre, but probably not a legitimate Cup contender.
And that is probably perfectly fine with the majority of fans. They find enjoyment and entertainment in individual games or the occasional playoff run, and go about their lives.