The size of San Diego is not the driving force, it's the market size. San Diego is the 6th or 7th biggest city in the United States, however San Diego ranks something like 28 or 29 in market size. It's all about how far they can reach out. A city like St Louis is a big market, for instance, because what's around St Louis? (Besides KC) People in Arkansas are Cardinals fans because they don't have a team to root for, for instance. Meanwhile, San Diego is blocked by Arizona to the east, Mexico to the South, the Pacific ocean to the west, and the Nation's 2nd largest Market to the north. We're pretty much limited to San Diego and Imperial counties, which is why the San Diego market is so small despite the size of the central City. That being said, being a small market should not be an excuse for mediocrity, simply an explanation as to why they have to take chances that other teams might not have to and why they can't sign "big name" free agents every year.