I never said they don't want to win, of course the players do. However, management has not made very strategic decisions to get there at least in my adult life. The Tribune organization has made being the "loveable losers" a highly marketable strategy. Not to mention if you read section 3 of the Tribune, the cubs coverage is usually optimistic and the get nationwide air time via WGN. The cubs merchandising and the value of the team are already very high relative to other teams in MLB. At that point it's a cost benefit analysis. Why invest more money when the upside may not be the great and may actually lower the over all margin.