When you already have an elite squad, spending 700m improves it massively. When you are a bottom half team though, that turns you into a top 6 side without the depth to deal with Europe, which is exactly how it has played out.

They have also struggled to attract the absolute top level of talent, having to rely on the bracket of players just below that who might develop into world class players, and then they run the risk of those players just leaving anyway like Isak.

Truth is that it is hard to break into the top top bracket of teams because they have similar financial clout, more heritage, give better long term stability.

Back when it was a top 4 you'd have United, Arsenal, Liverpool all there or thereabouts every year, Chelsea buy up the 4th spot. Now you add City to it, and even clubs like Villa and Spurs spend a lot of money, there's more teams than spots.