Owners don’t care about winning, but about profitability. And you can make a lot of money with a failing football team (selling/trading draft picks, etc) and your fans get used to losing …
More to the point, in the US losing teams get rewarded in the form of draft picks, which sometimes creates perverse incentives. This doesn't exist in European football. (Disclaimer: I know almost nothing about American sports.)
Right, I forgot you guys have "The Draft", so failing is an advantage, doubly so if you can sell your draft picks, because then you can keep losing by having sold away the mechanism for getting you competitive again.
I am so glad the proposed "European super league" was killed off so hard, so that we don't get a franchise model, it produces so many adverse incentives.