The Jays big adds all tend to be on the wrong side of 30. They don't lock up the A+ elite guys in their 20s. Jays are way more risk averse than the Dodgers, Yankees, Rangers, Phillies, Mets, Padres.
No one said they need to hand out the biggest contact every year... But if this is a big market, then once in a while you need to play in the big boy sandbox and scoop up a superstar in his prime and lock him up for 10 years.
I've always been a believer in draft and develop.... Then augment whatever holes you have with trades and FAs. They've had a few building blocks, but I'm really not impressed with the state of the Jays farm system. Bottom half of the league in terms of ranking does not exude confidence. Their building blocks are getting closer to FA status... If they're going for it then they have no choice but to add significant talent quickly. Either by signing FAs, or trading from their already weak farm system.