I agree that it can grow and shrink. But it really gets annoying when friends or co-workers who are definitely not baseball fans would be considered part of the fan base because they may have a flickering interest if the team starts winning and go to or watch games.
Let's not go overboard. If I don't like the sport I don't waste my time watching, no matter who's playing or if its the pinnacle of the sport. It was sickening during the Olympics listening to people go on and on about the Olympics, but they've never played sports and rarely if ever talk about sports. So how are they anything if they show fake interest in what their watching? That to me, is NOT a fan.
As I said before, winning consistently more is what would swell the Jays fanbase. You need a bunch of years strung together before casuals may turn into a hardcore fan. But what the Jays FO did in the Marlins & Dickey trades was trade the future and financial flexibility for years, for a 2-3 year window to "contend" with a let down to follow. So the casual fans they drew in over the course of the past year + are likely gone or will be gone due to last years collapse and the demise of what's on the field right now. Casual fans will not stick around to watch 30+ year olds decline to nothing with good farm pieces 4 years away.
There was nothing wrong with the path the Jays were on. But someone got impatient, thought they could luck their way to a playoff berth and ended f***ing up royally.
I'll take the Cards & Rays way of running an organization over what the Jays just tried pulling off.
I agree casuals hold importance in providing noise and money to the team. As for demonising them.......I have no interest in talking baseball with friends or co-workers I know who aren't baseball fans, but start showing an interest when things have looked bright in the past. Because I know as quick as they've started to follow what's going on, it'll be just as quick they stop following when the Jays start losing.