You're over simplifying things. The main aims of Shatkins this season were to work out who was part of the core going forward, trading anyone with value but isn't a part of that core (exceptions - Giles got injured and I assume Smoak had no market), and writing off payroll for players that weren't valuable enough to get a decent return (Morales, Tulo, Martin).
One of the main reasons this squad hasn't been near .500 is that not enough players that could be part of the future core have established themselves. Hernandez and Tellez haven't progressed. Fisher, Grichuk and McKinney have all been terrible. The only young starter who has shown anything is Thornton. We've had some injuries too.
We are not signing Cole, there are other teams that can offer better situations and just as much money. We are not increasing payroll >$100m on the 6 or 7 players we'd need to turn ourselves into a contender. We will be looking for people like Kay, Merryweather and Borucki to establish themselves in the rotation. We will be giving our collection of s*** outfielders more time to see if any of them don't suck. We will be giving time for Vlad to see if he can stick at 3B. Time for Gurriel to see if he is now a full time outfielder or can be used as a super utility player (who starts every day but at different positions). We will be acquiring some vets, maybe 1 or 2 mid tier starters, and getting (hopefully) a nice return for Giles.
A .500 season and 4 to 5 more core pieces established = a good year next year. Ideally that's what this year would have been, but it didn't turn out like that.
Again, I think that the front office will follow this strategy, I'm not advocating for them to do it. But "no reason" is obviously not the same as not agreeing with this strategy.