"We need players" so we go out and get a player
"We're s***, who'd want to join us lolz" So we sign somebody who isn't a world beater but is an established Premiership player used to fighting relegation and it's the WORST IDEA EVER apparently.
"I'm sickened by this terrible club. Ashley out, he's spending MONEY" - This isn't Ashley's fault, if this is the best we can attract and he's stumped up the cash then so be it. Some people need to take stock.