The nature of the existence of the salary cap is such that it coaxes fans to root for good prices that favor the teams over the players, since the less your team can pay good players, in theory, the better team they’re able to field. This has made many fans highly invested in the desire to see their favorite players ‘take less money’. Be a team player, take a hometown discount. You’re not bigger than the whole.
The thinking in and of itself is logical, if cut-throat, given the fact that the NFL does operate under a salary cap.