But don't they really? If the message from the top was that there is realistic value to be milked out of marketing Reyes and Buehrle, then even if value-wise their contracts are a wash on the field (not really a bad thing), they would have brought in a significant amount of surplus through their marketing value.
And in all fairness, that's exactly what happened. They got a massive burst in attendance in 2013 (2.536M) which pushed them nearly 450K over the previous year ticket sales (2.09M), for the highest attendance mark since '97. This also carried over to 2014, where despite the atrocious season, there was only a drop-off of 160K, making 2014 still the second highest attendance mark in the last six years.
Gotta look outside the box sometimes. So far Reyes and Buehrle have more than earned their contracts on the field, and if you take into account the added value off the field, I doubt it's really close.