I'm also starting to think that Bell's contract wasn't just about the money. Here is the chain of events, and my reasoning behind it:
Steelers offered Bell a lucrative contract
Bell and his agent refuse the contract and opt for the franchise tender
Steelers release the amount offered to make Bell the highest paid RB in history by a mile $12M/season
Now the fans are calling Bell greedy and not a team player. But it was the Steelers that released the amount. They didn't have to. They could have kept it under wraps. I think the Steelers were a little upset that Bell refused this offer and released the numbers to garner fan support and distance some fans from their franchise RB (in case they have to move him later).
I also think Bell turned down the contract for 2 reasons:
1: kicking the contract down the road (if he stays healthy) Guarantees him the same signing bonus next year (around $30M, while pocketing the $12M this year). He may opt to take the $14 next year also to kick his $30M down the road another year. This would give him a $56M payout in 3 years instead of a $30M payout in one year. Financially, it makes perfect sense.
2. Something in the wording of the contract, Bell did not like. I don't think he'd be up for giving any money back, due to him getting another drug violation, but I'm sure there was some wording to that effect in the contract. He is negotiating like, you need to take care of the best RB in the NFL (and possibly history), not you want to punish me for things I haven't done? I can see the logic here, and also understand his point. Though the Steelers have every right to protect themselves against a player that has a propensity to lose games due to issues with controlled substances.