I disagree that winning is down the list. They are absolutely driven to win. They are not driven to maximize profit, and get criticized in many “business of sport” stories about their lack of focus on increasing revenue at every turn, in comparison to a Jerry Jones type.
But what they want is to win in a specific manner, with quiet class and stability. This organization wants to be the Steelers. They desperately want to hire one coach and have that man in place for 30 years. Make the playoffs every year. Get to a Super Bowl every decade.
The problem is they absolutely suck at that job.