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FWIW, I'm pretty sympathetic to Ricketts, given that he's taken over a team that, in recent history, has been both expensive (the $2m Ricketts expects to make from the not-billboard would, using 2009 numbers, pay for about 14 games of Soriano's season*) and mediocre. I'm more in favor of the strict preservationist argument (it's ugly) than the purist argument (Wrigley is a shrine etc; I think it's been all downhill since it stopped being Weeghman Park), but realistically speaking, people will get used to it. Heck, the Citgo sign above the Green Monster is iconic. I'm just surprised he's surprised.
* 116 games at $17m, per Baseball Reference