Since when?
If anything rebuilding is a way better strategy than the demoralizing realization that AT BEST your team can be a 6-8 seed and maybe (if everything goes perfectly), you can win a round, but you have ZERO chance of winning the cup.
Being perpetually bad isn't any worse than being perpetually mediocre, at least when you are perpetually bad there is always a new prospect to look forward to. There is nothing for Jets fans to look forward to, I guess maybe Schief and Helle being good players? Lol
A rebuild could allow the team to lower prices and build up good will with the fans while also introducing the game to new people, but obviously owners don't think like this. It's why Toronto went a decade of trying to "compete" with mediocre teams instead of just biting the bullet and all the way sucking (as opposed to just kinda sucking)