Keep in mind we may be in the biggest media market but we are also second fiddle in this market to the Giants. And everyone is below the Yankees. And the Knicks are ahead of us as well in terms of marketability.
Revis is worth peanuts to the Jets after he retires. He has a poor relationship with Woody. He will probably show up to his Ring of Honor and that is about it. He holds no intrinsic value for us.
Pay him for what you think he is worth on the football field. There will be other players that can sell jerseys for us (ie Tebow).
And another thing is that Revis has only been "Revis" for 3 years (2009-2011). Lets let him dominate the league for a decade like some other players have before we start worrying about such things.