The cost doesn't matter.
It's the negative feeling sorrounding the club which is scaring fans away. Also the poor performances.
The club can't make money.
Even I find it difficult to attend a Saints game now, due the club going on a downward spiral. It's a sad sight seeing the squad reduced to youth players, with an unexperienced manager, along with a greedy and corrupt chairman. It's like watching a dying club.
All the club needs is investment and new management.