Its not the Cubs who have promoted fun at thier ball park. It was first the media, in such things as Saturday Night Live and Ferris Bhueler's (I can't spell) Day Off. Then it was the gentrifing of the neighborhood into the socio-economic cetner of the yuppie universe in Chicago. You can also not forget the reach of day baseball on free TV in the Chicago market on kids during the summer. You can't give too much props to the Cubs for that since the city and neighborhood has basically stopped them from playing 81 night games a year at Wrigley.
But back to the topic at hand, $30 mil for Albert is a good deal for a few years, but after 5 years, it a no win for either party, imo. Paying a single player $30 mil a year is also not good for baseball. It will only drive prices up for lesser ability players (as it always has) which will further cripple small market / low budget / small(er) margin teams, such as the Royals, Twins, Rays, etc.