I really don't think the Cubs can be blamed here, and I say that as someone who has little reason to defend the team overall. This one couldn't be brute forced with money. The Cubs were one of a handful of teams who received an in-person meeting (beating out teams like Boston, Atlanta, and Philadelphia) and ended up on par (as in-out before the final round) with the Yankees and the Mets. The Cubs have had some pretty good press on their treatment of Japanese players and how well they do bringing them to the States comfortably, and are starting to do a better and better job with building pitching infrastructure.
The reality of this one is likely beyond the scope of something Jed Hoyer, Tom Ricketts and the Chicago Cubs in general could offer. It could be geographically related (in that it's climate or location is not what Roki would like), it could be the size of the city, or maybe Roki just preferred the plan the Jays, Dodgers or Padres came up with (and it doesn't necessarily make them the right ones). I can't say what reason swayed him, but the one thing I trust in the org is to dutifully make a strong presentation to a player coming from Japan.
This isn't really meant to be a positive "we tried" thing - more or less, for for once, the Cubs probably did everything they could reasonably be expected to do. You can't gun-to-head someone and with a lack of financial flexibility here for all teams, you can't give him an offer he just couldn't turn down. They can't punt the rest of the offseason - they need work. But this is one I can understand as long as there's an earnest push to continue to fill the team with talent. I'll be upset if the team uses this as a "take my toys and go home" moment for the offseason, however.