Baseball will gladly trade a boring trade deadline for an exciting September. Who are the people that pay attention to the trades in July? Hardcore baseball fans, not your typical MLB viewer. We'll all be watching baseball anyway, regardless if this time of year is boring. An entertaining July won't draw fans, but an entertaining September will create a huge buzz for everyone to pay attention to.
But yes, this trade deadline has blown.
...Boston papers now and then suffer a sharp flurry of arithmetic on this score; indeed, for Williams to have distributed all his hits so they did nobody else any good would constitute a feat of placement unparalleled in the annals of selfishness. -Updike