United started all this by demonstrating just how much money could be made out of football. So other people (including some really serious businessmen with megabucks) got the same idea, and that's how we're where we are today, for good or ill. In fairness, if United hadn't cottoned on to the massive money-making potential of the game, someone else would have done.
I wish supporters of all teams would just accept we cannot go back to some imagined golden age. 1950s? 1960s? 1970s? 1900s? It's simply impossible. Top-level football is now always going to be run on a high-powered business basis, and if you don't like it the answer is to walk away and support the likes of Prestwich Heys or Abbey Hey. The thing is, millions will go on attending, paying stupid ticket prices, buying replica kits for ludicrous prices, buying Sky subscriptions and so on. So the individual who protests will not be missed. They'll just have more money to spend on other hobbies. Airfix kits are quite cheap for example.
I suspect a lot of Rags fans would be delighted if it was 1999 again. For their idea of 'fairness' is for them to be by far the richest club, dominating English football forever. They 'lose their love for the game' because the world isn't like that any more and quite possibly never will be again.