I believe Lou wants Kovy to feel comfortable as a NJ Devil. Perhaps the Devils can't throw all the money in the world at him, but maybe, just maybe if they create a friendly environment for him he makes the sacrifice to stay in NJ.
It's not all about the money. It really isn't. Kovy is rich enough as it is now. Just ask Marty about that. Marty took way less money to play in NJ, and he did it for the right reasons. Maybe Kovy does the same.
I just hope that the same treatment is extended by Lou to the other players, marginal or not, so that there's consistency. The last thing the Devils need is a "sacred cow" type on the team that creates animosity and dissent from the other guys. That could significantly hamper team chemistry.
FYI - Lou gives baby Devils jerseys with the child's name on the back to the newborn children of all Devils' employees in the front office, so I don't think there's any inconsistency. He is very thoughtful and concerned about the families of all of the Devils' employees.