"Doing what is best for my family..."

Why is it every time an athlete is in contract negotiations they throw out the "I'm doing what is best for my family" line to make it seem like they aren't that greedy athlete we all know them to be. I do believe that the owners in all sports are getting over on all athletes based on the ROI of having a Super Bowl, NBA Championship, World Series, and Stanley Cup team. However, College presidents have been doing the same thing for years without having to pay any of their athletes. But I digress back to my initial reason for this post...So these athletes try to cover the real meaning of their actions which is pride. I don't think it has anything to do with the money although it is a nice bi-product. The true reasons for wanting to receive the bigger contract is that we feel we are evaluated based on what another is willing to pay for our services/skills. Similar to corporate America where we want that promotion or the raise to show others and ourselves that the company values our skill set. The sad thing is that these athletes have put their innocent families out there as the scapegoats for why they are trying to increase their contract from 50 Million to 60 Million. Which is amazing given that with smart decisions any family should be able to live off of the revenue of their initial contract of 5-7 million over the first 3-5 years. What they fail to mention is they need that extra 10 million to support the lifestyle. How else would we be able to floss on Cribs if we aren't the highest paid in our profession. But I wouldn't put all the blame solely on the athletes. Most are raised being told how great they are or are going to be and how they will be the next big star. So when they make it to this scene of their life what else would you expect them to act like besides thinking they should be compensated as the biggest star. I'll step down off my soap box now but I hope next time we hear about a star wanting more money the true reasons are given which are A) they want to be valued by their employer and B) They'd also like to have the resources to show everyone how big of a star they are through material items instead of only on the field/court.