This summer?
At least with previous summers we didn't pretend we were going to spend big. Expectation management has been horrendous. Pursuing Bellingham for a year then dropping out; briefing we had loads to spend then saying we would need to sell to buy another midfielders. Going after Caicedo out of nowhere, getting hopes up, then not getting him or the target we had been trying to bring in for a month. Previously we just weren't in for anyone. Now we are but just aren't getting them.
It would be bad enough without Chelsea spending so much and Newcastle's emergence as yet another state-funded club. Pretty soon those two and Man City will be locked in for top three and we'll be lucky to finish 6th. We've managed to screw up a position of strength pretty spectacularly over the last few years.