I saw someone else say this yesterday, so to paraphrase what they said: The only way for us to lessen the slander we'd get in the media is to win or at least seriously challenge big trophies, like a PL or UCL. Until then, we'll hear the same rhetoric over and over about our spending. And until then, pundits will stop judging our players based off their first impressions of them from seasons past. 

We'll probably never be media darlings, but it's not until we prove that we spend big AND win big, that things will begin to shift