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The market dictates what a play "should" be payed, not any sort of number I or anyone else could quot you. Competition for their services depending on areas of expertise and need by the company.
The problem in this instance is that the NHL doesn't really operate that well as a free enterprise, it has its own interests as a league (Help expansion, support smaller markets, promote parity.) Not to mention they need to keep player salaries at a level that will be competitive with other top leagues in order to keep the top players here.
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