The NFL wants NFLST to be a streaming product. DIRECTV, through either of their offerings, simply can't deliver the eyeballs that the NFL wants. No amount of reasoning, pouting or complaining about one's bad broadband situation is going to change that. The NFL wants their money but they have no interest in working for it nor are they interested in managing multiple contracts or, heaven forbid, viewers.
Whether or not a deal can be worked out with the winner of the bid and one or both of the DBS companies is entirely undecided since the contract hasn't been let. Chipping away at exclusives is typically not in in the best business interests of the party holding the exclusive. I really don't think anyone can cut a fat hog off a few thousand(?) residential DBS subscribers.
That DIRECTV may or may not be trying to cut a deal with Amazon will be of no use if Apple wins. The one glimmer of hope is that the NFL doesn't seem to be opposed to a sub-deal.