Unfortunately, like most critics, you have this all wrong. Limbaugh has explained his opinion on this and it goes something along these lines:
The Steelers don't compete against the Cowboys. They compete against the Penguins, bowling, and going to the movies. The goal of any NFL team is to provide entertainment through the pursuit of winning a championship. When the Jaguars go bankrupt - the other teams do not benefit. The NFL is a single entity vying for your entertainment dollar.