I think it almost had to. The problem with the BC era is that unlike Theo, BC just didn't have the pull to resist a big, ill advised marketing move.
Once again, it comes down to the core thing I've been saying in this thread -- if your priority is anything other than winning, be it marketing or farm development or skimming cash off the top, then you won't win. Sooner or later you will have to sacrifice every other priority to achieve the primary goal, and if your primary goal isn't to win, winning will come second -- simple logic.
Lucchino's primary goal was the overall financial health of the franchise. He advocated for moves that were as much about keeping franchise value as strong as he could make it rather than building the best 25 man roster or making a solid 5 year plan. And since Lucchino was so much more senior than the GM in the Cherington era, it created a mismatch that allowed him to win arguments when he shouldn't have won them.