This is the wrong move I think for many reasons.
i) Timing. They just couldn't have done this at a worse time; the team is hurting, players are regressing or ageing and the season is lost.
ii) Shatkins has not had time to really put their stamp on the team yet. To this point, this is still largely AA's team and we have not yet seen what Shatkins can do to change the direction of the franchise/turn things around/push things forward. We may believe that Shatkins is moving things in a positive direction, but try telling that to the fans who are seeing basically the same team from 2015 fall near to 10 games under .500 and disappear under the waves.
iii) Lack of a farm system/spending on significant names in the free agent market. Again, this goes back to timing - we don't know yet what Shatkins will do in the next off season or the names we will bid on, but fans will use this last off season as a barometer (probably wrongly) and this will not exactly imbue them with a sense of confidence given the performance of the squad this season. Worse, every commentator under the sun has been bemoaning the basic truth that our best prospects are in A ball and even the casuals have had time to process/understand this and so it will be almost impossible to sell them on hope.
iv) The Jays are already battling with the Raptors as the big ticket in town, but the Leafs are on the up and the Raptors may soon be facing a significantly weakened Cavaliers team. This will not stop a lot of the fan base who come in from out of town but these increases are aimed at some of the most dedicated and loyal fans that the team has which, ultimately, may not be the savviest business move.
I know many here will justify this based on the cost of living or the cost of the exchange rate or even to provide some extra funds for spending on the squad, but unfortunately I tend to think this is a move borne more out of greed and desperation given that some fans may be disappearing, than any sound business plan. We shall see.