What do the Twins care less about, winning or you?

The Twins had three free agents going into the winter meetings, and if I were to rank them in order of fan popularity, it would look like this:
Cuddyer
Kubel
Capps.
Those same three in order of how much they would help the Twins next year:
Kubel
Cuddyer
Capps
And lastly, the value in those three signing with another team (because of the draft pick to value ratio):
Capps
Cuddyer
Kubel

So basically, there was, in my opinion, no good reason for the Twins to re-sign Matt Capps. He was not popular with fans, and the draft picks he would have garnered would likely have been more important than having a closer. Michael Cuddyer is extraordinarily popular, and has a few tools in his toolbox. I can't understand why, if the Twins were dead set on sacrificing draft compensation, they did it for Capps to little advantage instead of Cuddyer. Of course, Cuddyer hasn't made his decision yet, but the Twins actually have a back up plan and a lowball offer, so the Twins have made it clear he isn't a priority.
I have no comment yet on Kubel, because I can't get a feel for the market for him, or the Twins intentions. But so far, the Twins are confusing me.