This last summer was their chance to at least look like that was their plan. Instead it felt a bit deja-vu and much like the transfer window of summer 2004: looks of promising players that make sense in building a squad for long-term 'sustainability' but did not look like one where the aim was to go for a title challenge etc.
Take away Solanke (who could be argued was a year too late after banking the Kane fees) who else was bought to actually play in the first team?
We knew we needed a LCB and a LB to take the strain off both MVDV and Udogie, but who did we attempt to buy to fill in that glaring vulnerability? Instead we seem to have asked Ange to make do with Spence (who wasn't wanted by a previous manager).
We seemingly tried for Neto but instead seemingly get gazumped by Chelsea despite them going to a different model to when RA was there. Again, such profitability for us didn't seem to help there. We ended up with Odebert. A lot of potential but again, was that a buy to win now?
I really don't see much change in the way we operate, in terms of pushing to challenge the likes of Arsenal, Emirates Marketing Project, Liverpool etc, rather than challenge for top 4/5 places, which i've always felt the owners were much more comfortable with as it's much more profitable.