Only thing Belichick, Kraft and Co. care about is winning. They realize that winning Super Bowls far outweighs any punishment they will be hit with. It makes perfect sense from a risk/reward calculation. It might not be moral or ethical, but as long they keep winning that’s all that matters. They run their organization as if it is an intelligence agency.
The only way this will stop is if there are serious consequences. You’d think the rest of owners would do something by now and stand up to them by now, but I guess they don’t care if the money is good.