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Hey Matt,
I appreciate the use of a Straw Man to quickly make your point in attempting to convincing state your argument.  But somehow I don't think the M's spent their last $10 nor a baseball fan had the expectation that a competitive team should burn up a closer's arm in a game that's a blow out.  Nor is there much consesus anywhere except from you that the resources the M's spent on Branyan would help them win in 2012, 2013 or anytime in the future.  If that's how you interpretted my post, I'll attempt to articulate my point a little clearer in the future.
Again the GM must put fans in the seats in order to make money, to do this they need to have a product worth seeing.  I hope you agree to this point.  If a GM doesn't make the fans happy and the owners money he will be out of a job.  Ergo he is both personnally compelled to place a competitive product on the field but their is also an ethical component to the stakeholders of the team and that includes the fans.  Also if it were possible to do a NPV evaluation on this deal where we could compare the returns of Branyan to the potential yet very uncertain returns of Diaz and Carrera in the future - I feel quite certain it would come out in Branyan's favor.  Which would give the M's additional resources today to hopefully reinvest into the future.
Nonetheless back to the hopelessness of this season.  Although it may be hopeless to shoot for a play off spot there is nothing wrong with having a goal to be 5 games over .500 by the end of the season.  Now if we are down to the last 3-4 wks in the season and we remain completely out of the competition - the expectation of the fan/customers will have changed and playing young players/prospects is not only acceptable but also a potetial fan draw as they get to see a sneak preview of the 'new model' for next year.
For example in any business sector there is only one company who is number one in sales and hopefully profit.  However the other remaining competitors are also looking to make a profit and although they may never be able to reach the pinnacle of number one but they must be able to compete in the market place and maintain a profit or they will no longer be able to stay in business - i.e. Texas Rangers. 
LONG TERM FAN LOYALTY: I wish I had time and maybe I'll do a post later. But here is my quick take on developing a loyal fan base.  I don't know if you've ever been in sales but once you have lost a customer it's very difficult to ever win them back - since they've invested alot of emotional energy divesting themselves from you.  Secondarily the best time to get a customer hooked onto your product/service is when they are young.  If the M's can keep a competitive product on the field then they are more apt to develop a fanbase of young kids 10-15yr olds, well long term these kids will grow up as M's fans and continue to go to games when they become adults.  However if the M's do not continue to cultivate these fans well it becomes tougher as there interest and monetary resources well be directed elsewhere.