I agree with the first part - Jays fans are fickle and only really come out to support the team when the Jays are winning. But building the current Jays did not take years and there was no marketing push. The only thing that drove Jays' revenue (tickets, merch, viewership) was winning. Most fans, I suspect, harbour no affection for team ownership but support the despite Rogers. I think the headline of this article says it all - fans have shown they're willing to open their wallets, ownership not so much. Far from the cheapest roster but you get a sense that profit takes a higher priority than winning.