A lockout or strike in the NFL?

Serious talk.  I don't understand what leverage the owners have.  Nobody wants to watch Jerry Jones do anything other than get his ass kicked, and let's not even start on Mike Brown.  The 18 game season is crazy talk, these players get absolutely pummelled in 16 games.  Seriously, how many running backs last 7 years? Why do the owners deserve any more of the cut?  And finally, more games either means the Bengals will start out 1-10 instead of 1-8, or they'll end up 7-11 instead of 5-11, or both.