The owners have a very different situation from the players. There's less of them, and they're not unanimous about wanting the lockout. Bettman's gag order isn't about him being a dictator, it's about a lawyer protecting his clients from themselves. If they were allowed to talk freely, some owners would definitely let it slip that they don't support the lockout, and that's when the ranks would start to break.
If three out of hundreds of players state they just want to play, that's not very damaging. But if three out of 29 owners say they just want to be done with it that's a very big chunk.
Bettman's dealing with a bunch of billionaires who are used to saying what they want without repercussions; he's not administering the Gestapo, he's babysitting.
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