Apparently, the deal has to be long-term because the only way that the Red Sox can possibly make back the money that they are paying to Seibu is to exploit the Japanese television market. (They can't sell any more tickets, and they get an equal share of sales of MLB merchandise). The longer the deal, the more time they have to make money in Japan. So says Steve Phillips, who I recognize is an idiot. But this time he makes some sense.