enic could have made profit out of us if they got a few things right previously. where would we be right now if they invested shrewdly in the team when we had berbatov and keane? where would we be if they done the same when we had bale and modric? it didnt need mega money it just needed good solid recruitment nailed by people that understand football.
as you said its about spending money at the right time and taking advantage of opportunities. they didnt do this. the money they got for them 4 compared to what they could of got from regular CL football and pushing the club to be proper contenders which would of happened was a poor business/football decision.
They won't take even calculated risks. They're completely risk averse.
It's like deciding you want to be a professional gambler and spending the rest of your life placing £1 on 1/100 events.