Impossible to quantify to a reasonable degree of accuracy, true. But we have seen the impact of bad publicity on corporations in the past, so there some empirical data to help make the assessment.
Does signing Bauer reduce the number of Vlad, Bo, Manoah jerseys sold?
Does signing Bauer mean X number of fans abandon the team, for life?
Only the FO has a full grasp of the various revenue streams from the Toronto Blue Jays and can assess what the impact on each might be.
Generally corporations will err on the side of caution (risk averse). Bauer might bring the Jays closer to a WS, but that's not the objective of the Toronto Blue Jays. $$$, this year, and in future years, is.