I understand both sides here. Management of Red Sox whining about money is ridiculous. That said, every team has an operating budget, and the worst thing to do in any sport is over pay because you feel like you have to. If it doesn't make sense and would hurt you a year or two later, don't do it. That's one reason I loathe Shaughnessy. Here he is telling management to pony up and go all in, but he's the same guy who, 6 months from now if one of those signings HE'S TELLING THEM TO MAKE doesn't work out, he'll slam management for that. He's the ultimate two-face, which is why I don't read anything he writes unless it's specifically linked.
The GM's job is to take care of the team and make the hard choices for the long-term and short-term health of the franchise. Then the marketing department's job is to maximize attendance and profits based on the product and what people are willing to pay. If they're intelligently waiting, we'll know that very soon because the product will be great in a year or two. If they're being cheap but keep raising prices, well, if enough people think it's unfair, they won't be able to sell all the tickets and it will correct.
But I have to say, if there's seriously a chance they could grab Derek Lee/Pujols at first, Mauer behind the plate, and Crawford in the outfield, but signing anyone long term this offseason would hurt that, wouldn't you have to wait?