I just listened to Jonah Keri's book "The Extra 2%" on audiobook, and was thinking..
Vince Naimoli was known for alienating the fanbase by doing dumb things, like being cheap, even to his employees, heavily enforcing no oustide food bans, and ticking off sponsors, and of course, let's not forget "The Hit Show", where he signed aging sluggers past prime to backloaded deals. Then Sternberg came in and bought the team, and with Friedman and Maddon at the helm, the Rays won 2 AL East titles, 2 wild card berths, and 1 World Series appearance. But after their World Series appearance, attendance peaked in 2009-10... then dropped off a cliff, with the decline accelerating this season to the lowest since the 2005 season(1,167,984), and as it stands now, attendance of 900K-1M(Expos-level) looks likely for 2016, as the team is unlikely to spend and likely to sell off pieces that are about to get expensive (including Longoria). Don't fall for the hype that they'll be a dangerous team in 2016 like Buck and Pat said.. a fire sale is more likely, especially at these attendance levels.
WHY won't the fans show up at the games? They tried to make the fan experience better (including the touch tank, opening up a CF porch similar to Toronto, DJ Kitty, a museum, etc..) and yet, the fans don't come to the games. Heck, even when they won, nobody shows up. Compare that to Toronto, where the Rogers Centre sold out multiple times during our current run to the postseason.