Making tough PR choices is probably the hardest thing a GM has to do, but bad baseball moves are bad baseball moves. Overpaying someone for their face is only okay if you have no payroll restraints (Yankees and Jeter are a great example) if the Phillies aren't willing to sign Utley, anything other than trading him is a horrible move as you are going to get way more than the 1st round pick in return. Utley is well known to be the meanest SOB in baseball, he's not taking a pay cut cause he's the face of the Phils.
I've always thought Amaro was more of a PR GM and in my opinion AA has become that too, he just has managed to avoid a face of the franchise contract running out (i don't count Halladay), hopefully he's better than Amaro
As for Longoria, there were plenty of posters who ripped that signing. Personally I think it was a great one partially because TB does need to show some stability.