Yeah, uh ... where the heck did 358 million come from? That doesn't sound remotely reasonable. I strongly, strongly doubt the Atlanta Dream are worth 358 million dollars. The league's total revenue is around 60 million a year, and it's common knowledge they're losing between 5-10 million a year as a league. I don't know where that 358 million figure came from, but I don't think you're going to find anyone who would cut a check for 100 million for the Atlanta Dream, to say nothing of 358 million.
What is a WNBA Team Worth?
So just to speculate, the linked article above does a little armchair math on WNBA franchise values, and settles on a range between 17-35 million per franchise, with outliers possibly reaching as high as 65 million if circumstances are right. That's a much more reasonable number, all thing considered. Not that it really changes the calculus much, but that would mean that stat for the Atlanta Dream is around 2-3.5%.
If people really want to improve the WNBA's situation, I really, really think they need to look inward, rather than outward. And what I mean by that is, I think folks who want to grow the WNBA's brand should spend less time asking what's wrong with people - to say nothing of accusing or judging them - and start asking "what can we do with our product to get people more invested." I've felt this way forever. You can't win by saying "you should feel a responsibility to watch." You can win, however, by giving them something they want to watch. Just how it is. For everything.