The problem is, both Fehr and Bettman have massive egos. The bulk of both players and owners want to play. They understand that this is not just a short term loss, but hurting the leagues image. Unfortunately, neither Fehr or Bettman can get over themselves, and you have the Jeremy Jacobs (I'm a bruins fan, but I can see his angle clear as day) type pushing Bettman.
Until the party leaders realize that arguing over future revenue and holding off a season (and likely losing the revenue they're battling over in the process) this wont end.
Hopefully, the silver lining will be that Bettman leaves the post and someone who cares about the game comes in. Anyone who would do this to fans and players clearly has little respect for the sport or fans.