This is the dichotomy which was mentioned above, it's great to be competing and achieving but all that does is lead to promotion where the oppostion is tougher. However, the way the club has been built is to steadily grow and has improved the critical areas to do that - the management structure, the academy, the identification of the 'right' players, the scouting network, all towards being able to compete in the PL. The team is playing together as a team and with a few additions that will no doubt join will do well. This to me of having a club maximising what it can do by spending sensible money in the right areas to build a team is more enjoyable than a Man Citeh approach of trying to buy the title or a Wigan buying whatever players they can trying to survive.