With the scrutiny shone upon the club by the SP and AO campaigns, I think it's more that they don't want to create a rod for their own backs by either:
a) promising the world and failing to deliver/try to reach these objectives
b) openly setting the bar low, and being rightfully vilified for doing so
Not during ST sales time, any way. A different time of year and maybe they'd be more brazen and customarily insensate to fan opinion.