They are close to maximizing the revenue from their market, but there's still a lot left to pull in. New fans would fill a lot of those empty seats you see at Yankee Stadium. That won't help the gate because most of those games are sold out, but empty seats generate no concessions sales. Correct me if I'm wrong, but not every cable service provides YES. New fans will make sure they switch to watch their new team, which means more subscription premiums -- the YES subscription premiums are the cash cow for the Yankees, biggest TV market in the country.
And those same owners who don't spend the coin now would end up very close to the salary floor every year and rarely in contention. What wouldn't happen, however, is a situation where a team wants to win -- like George -- but is limited by the fact that their revenues, both from the team and other businesses, aren't enough to pursue premier talent.