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The Rays used to be a $15-$20 million per year payroll team before becoming decent so it sort of makes sense why the GM or owner can't sustain long-term funding. The fanbase isn't strong enough in both revenue and interest to sustain an expensive team which probably means they don't get much in tv revenue either.
The 2010 payroll was $71 million so the team itself jumped a good $40-$50 million the last couple of years just to compete in the AL East and their youth playing great.
It won't take another 12 years to rebuild but at the same time they will be competing with the Orioles as the next team to rebound in the division unlike before when it was just the Rays alone.
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