The true cost of a player is his salary less any incremental revenue directly attributable to that player. If you pay Ichiro $20MM and you forecast additional incremental revenue of $10MM he costs you the same as a $12MM dollar player without the marketing power that only generates $2MM incremental revenue. Marketing makes a huge difference. His greatest value to the team was in his first few years. He's going to get worse and worse in the field, and he is going to sell less and less. Teams hold onto guys later in their life for PR reasons more than marketing revenue reasons. Somebody on the verge of huge records might continue to bring in the money, but with attendance plummeting since Iricho-mania has cooled considerably and the team has struggled, his value has dropped considerably. Teams worry much more about the PR backlash of letting a guy go than the revenue opportunity of keeping him around. They make most of their money off the player in his early years. The Yankees will be paying Jeter way more than he's worth long after his value was great for the team. Whether the incremental revenue comes from the positive addition or from avoiding negative consequences is irrelevant to the argument. Teams still need to look at the net impact on the bottom line, and in this case ignoring the impact keeping or releasing Ichiro would have on total revenue would be foolish.