In the business sense of it, I agree that it doesn't make sense. It's a good way to get exposed long term.
But in the general landscape of the sport right now, I'm fine with it. No one sees the Red Sox as a destination like they did 10-15 years ago. We've had years of cheap, low spending off seasons and last place finishes. They still charge the highest price per ticket in the majors. Their ratings are down, no one really cares about them anymore, which sucks for us who actually do. They won't invest in the team like they used to.
I like the move because it goes against their recent (wrong) philosophy of running the team. At least it gives me the impression that they are willing to overpay for talent if they need to. Ideally they don't, but until they become a destination again, they are going to have to.
Frankly, they are going to make me pay a high price to see the games, I expect them to spend to make it worthwhile. I don't care about a billionaire's finances, I just want a competitive team.