I'm not really seeing how this is so bad for the league. I also think plenty of big name players change teams. Eichel, Tkachuk, Panarin, Kane, Ullmark, Subban when he was still good, Stamkos, Karlsson, Jagr, etc. Not EVERY big name needs to be in a big market for this league to succeed and grow.
I actually think you have a better argument saying that late games in the league affect the growth more per se than players in smaller markets. It's an east coast moreso league in terms of audience viewing games.