No one gives a shit about winning percentage.
A little bit of nuance needs to be applied. The biggest difference Collingwood (why they are remain the biggest out of these clubs) and the other Big 4 in Carlton, Essendon and to a lesser extent Richmond is that Collingwood similar to Geelong has being able to remain competitive in most seasons in every decade even though they haven't translated that consistency to flag success at the same rate as those other Big 4 clubs. But as a result of and reward for that consistency, rarely ever bottoming out and being and out and out embarrassment, most children born to Collingwood parents have stuck with Collingwood and have likely also gained new fans.
Whereas a significant portion of newer generation of kids born to Carlton and Essendon (and again to a lesser extent Richmond given their recent flag success) supporters can't stomach the lack of success in the past 20 years of those respective clubs and have abandoned the clubs their parents follow in favour of other clubs that consistently win more games than not every year and occasionally taste flag success.
So yeah in a vacuum 'winning percentage' is of secondary importance behind winning flags but for the livelihood and general health of a club having more winning seasons than losing ones does have significant benefits and advantages, evidenced by how much Collingwood are favoured by the AFL because of their large following and constantly and consistently win more games than not in most years. They are rewarded with prime time timeslots and other outrageous leg ups that smaller clubs can only dream of.
North can also attest that, being a dominant team in the mid to late 90s winning multiple flags in that period, the ultimate success in isolation does not guarantee survival of a club. I'd argue that if North had more winning seasons without flags (say 16 seasons out of 20) in the past 2 decades they'd have more fans than they do now (securing their place in the AFL or at least feel a lot safer that they won't suffer the same fate as Fitzroy) or even at the end of the late 90s.





