Nothing should come before sporting integrity.
Football is a sport, not a business.
People will argue against that point, but it's not a business, not really.
Football clubs don't try to make as much money as possible, they try to be as successful as possible whilst breaking even (or at least, they should...) The whole reason clubs need the levels of commercial income that they do is to maintain and improve the squads they already have, in an attempt to achieve sporting success.
Foregoing sporting integrity to receive more money to try and achieve sporting success is shambolic.
The Kilmarnock chairman, and those who in power who share similar views, really need to take a close look at themselves. Killing the "sport", and by that I mean the sporting aspect of football, will kill the game, and in turn, the clubs.
Sporting integrity must be maintained above everything else, because without it, it's just not cricket. Erm, football.