The problem is, again, that the Tribune and Wrigley family never actually treated the Cubs like a big market team, so revenue streams were basically ticket sales, merchandise and concessions. The large payroll was, again, a smokescreen. The Cubs CAN become a big market team, but that will take a ton of work. The fact is that if you build a team right (2000s Twins, A's, the recent Texas Rangers, Rays) you can get to the playoffs consistently.
You can also look at the Braves. They rarely had a Yankees-size payroll and yet were able to get to the playoffs something like 15 times in a row. Yeah, they only won one championship, but you have to get there first in order to win. The Cubs are trying to set up the small plan first before they become the Yankees of the National League. You have to walk before you can run.
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