Why are players more focused on their brand than winning?

Money!!!!! Players know once their careers are over these basketball organizations aren't going to take care of them! They know that money is going to be very beneficial for them in the future and the more they can accumulate during their careers the better their futures will be. I'm all for players getting paid especially the ones who deserve those humongous contracts. You can look at it either way you're getting paid so just focus on basketball but I look at it from the perspective that if there's an opportunity for you to make extra money and possibly have a career ready and waiting now for you once your career is over then why not do it. Players gotta be focused on their lives after sports because the teams and the fans won't care about you once you're long gone.