The thing is, they know that football fans of this generation will see them as doped-up and their successes as correspondingly hollow. They don't care about that.
They're wagering on your kids and grandkids forgetting the circumstances of their trophy wins and just remembering that they did in fact win those titles, cups and accolades. Which, lets face it, will likely be the case, because that's how legitimization works. Which is correspondingly one of the reasons why I'm not as opposed to investment as some of you folks are (the others have to do with the lack of fan ownership making any attempt to build naturally somewhat ephemeral - but that's another discussion entirely). For me, winning things with 1,000,000,000 pounds spent won't really be as gratifying as winning things with a team built within our means..
.but my future kids and grandkids won't remember that. They'll only remember that we won titles and cups on a succession of glorious, sunny afternoons, made perfect by the passage of time and the onset of nostalgia in what will by then be an older chap thinking more fondly of those days.