Name one labor group that makes 58% of the profits. The players are insane asking for more money. They've been overpaid enough as it is. If a business is losing money, you don't ask for higher salary.
There are plenty of owners that don't want a season at all this year. They all make money with other investments/businesses and would love to see these spoiled players try and make their own league with zero capital, no arenas, etc. The players need the NBA more than the owners do. Some of them may go to other leagues and do alright but the majority of them would not get paid as handsomely as they do in the NBA. To me, it seems the owners have the most negotiating power here. The players will have to come around.