The club's position is not being serious about really challenging the big clubs if it means stepping out of it's financial comfort zone.
Top 4/5 is the serious goal, anything above that is marketing. Until they step outside their comfort zone that is.
What is stepping out of it's financial club zone, last few years have generally told you that the club are now spending more money, can't be arsed to look up what we've spent but since the stadium has opened I'm pretty sure we've spent something like £500m or something like that - last summer was £140m net for example - suggests that we are starting to put the money down.
FWIW I think we will break our transfer record this Summer on Eze if that's what you mean.