My attitude towards the owners of sports teams is pretty much neutral -- like my attitude towards business owners in general. In the first place, they aren't all "billionaires." They certainly are very wealthy, and most approach team ownership pretty much as a "hobby," like owning a race horse. If it were an "investment," it would be one with a pretty low rate of return.
Like business owners in all other industries they try to enhance this return by lobbying for various types of subsidies. Typically, this is in the form of new stadiums that their teams get to use at less than full cost. Of course, this attempt to milk the taxpayers is cloaked in "civic pride" and "job creation."
As Jarhead says, owners formerly did "make the rules" as far as player salaries were concerned (although nobody ever put a gun to a player's head and told him that he couldn't make a living doing something else). But they don't any more, with the advent of free agency. Owners are pretty much of a conduit for passing exhorbitant player salaries on to fans.
Personally, I'm undecided as to whether a salary cap would be the "right" thing to do, although I agree that it would be effective at holding down costs to fans. It runs counter to my Libertarian tendencies that say that anybody should be free to sell their services to the highest bidder, as long as they play by certain rules -- such as not hypocritically scheming to tap into public funds, or lobbying for laws that allow them to limit competition.
What I feel entirely comfortable in doing, however, is what I am doing here -- pointing out that the high prices that fans are paying are attributable mostly to the salaries of "superstar" players. If the fans "can't afford it," they are free to spend their money on some cheaper form of entertainment, and that will eventually act to limit the salaries of superstars. In fact, minor league baseball in major league cities is becoming one such alternative.
In addition to tax subsidies, another way that the cost of professional sports is passed on to the general public is through the perks for "corporate pooh-bahs" that I alluded to previously. The really high priced seats are purchased mainly by corporations, which pass the costs on to the consumers of their products.