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Actually if you think about it in the sense that the NFL is a business, the local franchise and their local TV partner wouldn't want to split the potential NFL revenue with another station and team. If the local STL advertisers want to reach the local NFL viewing audience, they must spend the money with the Rams affiliate.
It makes perfect sense when you look at it from the Rams owner's perspective and the NFL in general. I'm betting there are a few Rams fans living in KC who are similarly upset, but the rule benefits the Chiefs when the situation is reversed.
Sorry that it sucks for you as a fan though! Not to rub it in, but I'm in Tucson and I'm watching the Chiefs/Denver game.
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