I agree with you that Bettman is first and foremost a business man. Which fans "deserve a team" is a far second (or lower) on his priority list, I think. He's concerned about who will pay for a team, and where he can build a fan base. Some of those plays pay off, and some do not...but he's looking to build the fan base.
I'm pretty sure the Canadian market is pretty saturated though -- Canadians either *are* hockey fans, or aren't. But it's not because they haven't had exposure to the sport. In many parts of the US, hockey is not considered a major sport. It's NFL, MLB, NBA and "I think there's another one." (I don't think soccer gets counted either, even though there is a major league soccer league, too.)
I'm in Columbus, we've had our team since 2000 (and, yes, they haven't had much success in the playoffs. Sigh.) I was a fan before we got our team. My husband's family is from St. Louis and he grew up watching the Blues. When we got married, we'd watch Detroit games when they were on. We even went to a game in Detroit once. But, I could count on one hand the number of people I knew at the time who gave one whit about hockey. We went to 20 home games the first season and I can't TELL you how many times we explained what icing means or why the play was offsides to the people sitting near us. They didn't know. But now they do. The NHL gained new fans. And new youth players too. In 2000, there wee about 300 kids in Columbus playing youth hockey, and there was ONE high school that had an ice hockey team. Now, they're are about 8,000 kids (and 5000 adults) who play youth hockey, and 33 area schools have teams, and we have a
AAA youth team. For the last several years there's been SOMEONE in the draft who has ties to Columbus. That would not have been true twenty years ago.
So putting NHL franchises in these "non-traditional" cities is helping to build the fan base, and the prospect pool, for the NHL. Sometimes the teams take hold and sometimes they don't, but it makes business sense to try to gain NEW fans instead of just redistributing the ones you already have.