Chelsea don't really have "vast global appeal", they have connections, they have a multi billionaire owner who rubs shoulders with the richest people in the World and who is completely adept at running high end businesses and, crucially, making money. That's the difference. Global appeal will last longer, but in the short term, theirs is the more productive, which is why there's no quick fix for us and why it's stupid making bold assertions of where we're at and where we are headed.
As Rosco says and as we've known for some time, we have to be clever about it. We're getting there in many respects, but as far as buying and selling goes, we've got alot to learn, which is why we need a change in approach/personnel.