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You have to make smart moves, lock-up cheap talent, draft well, develop well, trade well, sprinkled with a couple good FA signings.
TB has done very well, but even though they aren't buried in the division they will probably sell and re-load for next year.
Ditto Toronto, who I think could end up being the face of the division in 2012 or 2013. They look veeerry promising. Tons of cheap talent and rediculous payroll flexibility this offseason. NY and Boston should be worried.