Were buying in the most uneconomical part of the market. We can't afford proven quality and have no real pull for footballing reasons.
We have to buy from the tier of players who are inconsistent but their fees and wages are set on their rare good days. We get lucky once in a while but mostly we get three average years from a player, pay him a fortune and never recoup a transfer fee.
We need to sustain Premier League football to keep operating in such a way or ditch the policy sooner than Leeds did before things turned really nasty.