If Yu Darvish wore a Cubs uniform, just think of the television ratings and how many Japanese companies would buy up the advertising space all around a renovated Wrigley Field.

The unanswered question is how fast the Cubs can transfer their Jumbotron and all those other potential revenue-generators to the baseball operations department. So Theo Epstein and Jed Hoyer have more money to, you know, put a better product on the field.

Epstein has said “it’s not instantaneous by any means,” depending on when the $500 million stadium/hotel project finally gets the green light, and how fast the business side creates revenue streams. But until the Cubs start “behaving the way a big market should,” they will pay the price for missed opportunities.

The Cubs bid aggressively for Darvish – and reportedly finished second to the Texas Rangers in December 2011 – but didn’t have the financial flexibility to put together the more than $110 million it would have taken to pay the posting fee and sign the Japanese star to a long-term contract.

“I’m not going to sit here and say we thought he’d have 75 strikeouts in 50 innings,” Rangers general manager Jon Daniels said before Monday’s 9-2 loss to the Cubs, hanging out in the visiting dugout during batting practice. “But our collective group felt he had a chance to be a top-of-the-rotation guy.”