Because they don't want to pay a third-tier player a max contract? That's proof that the Jazz won't pay for the best? I hope you don't think the players are THAT stupid.
Further, the actions of the Utah Jazz as it pertains to their actions have particular impact on their future negotiations. The real bottom line here is that if the player is worth it, the Jazz will retain any player they develop. Is Hayward worth it, when considering that this isn't renting out cap-space?
The problem is, the only way the Jazz are getting top tier level talent is through the draft! I don't see the Jazz being able to sign ANY player that is worth max contract outside of what we get through the draft!
What the Jazz do now have little to no impact on what players will do in the future. What the Hornets did(with Hayward) and what the Mavericks did(with Parsons) will have a definite impact! It's not the Jazz matching the offer that would convince players that they can get max contracts, since the Jazz refused signing such contract until they absolutely had to and are going to match only because they can afford it. It's the fact that there are teams like the Hornets and the Mavericks in the NBA that are willing to pay max money for non-top tier players that would convince non-top-tier players that they have a shot at getting the max in free agency.
Practically Jazz's decision right now has absolutely nothing to do with sending any kind of message either way, besides - if we like you enough and we think we can afford your contract we are going to match any offer. Well, duh! That's the default assumption I would guess that anybody would make anyways. This decision has absolutely nothing to do with future negotiations with players, when it comes to signals that the Jazz would make with this decision. This decision should be only about whether we think Hayward is worth signing:
- taking into consideration his input in the past,
- taking into consideration his potential input in the next 3-4 years
- taking into consideration his value for this team(!!! - yes, his value for the Utah Jazz is much higher than his value would be for, say, a big market team that can sign top free agents at will)
- taking into consideration if this contract would hinder the ability of the team to offer contracts to other potential stars pending contracts in the next several years(Burks, Burke, Kanter). I am sorry to say it, but I don't see any of those as more valuable asset than Hayward right now and in the foreseeable future, unless all of them seriously up their level in the next season.