Yes. It's not that our ambition is any less (or at least I hope it isn't, and don't think it is) but those other teams also have the same ambition.
Clubs have gotten a lot smarter. You look at how West Ham have transformed how they play, and how Tottenham is hired Pochettino from us, and what Leicester is doing, etc. We can take pride in being one of the teams to usher in this new-ish era and show how to compete. But that is also why teams are poaching our players and staff. They are using our formula. Clubs more and more are taking a "Moneyball" approach and identifying good, cheap, talent with upside (both players and staff) and looking outside the domestic system.
I'm a little jealous of some of these other sides that are now competing, because they have it easier. When we first burst onto the scene, we were the only ones. So therefore we were picked apart. Fortunately, we also made a lot of money that way. But now the good, cheap, young players are more evenly distributed so teams will not get ransacked as much. But this also presents a challenge to us, as other teams are using their own Black Boxes and doing analysis similar to ours so there is more competition for the kinds of players we target.
So it's not as simple as "We have to aim higher." We are disadvantaged financially, and clubs are catching on to what we did. Compared to 2 years ago, there are a lot less just crazy goofball owners and Boards that have no clue what they are doing. Everyone has upped their game. We have to constantly stay ahead of the curve. And that is not easy.
One thing about Cortese, too. It's easy to be "ambitious" with someone else's money. When you have skin in the game, you need more than ambition-- you need smart planning, you need to be willing to embrace a certain amount of risk, you need patience, and you need to just grind it out and do the dirty work and sometimes just make do with less than you want and sacrifice in the short term for the long term. When things got tough for Cortese.... he left. I'm not using that as a strike against his character. I'm just saying that he may not have been the right person for this next stage of club development. Cortese was maybe not the guy you want when the seas get choppy.
Anyway, IMO we do not need to try to hang on to our top talent at all costs. We need to allocate our resources as efficiently as possible and generate the maximum value from them. Which means, we should have the guts to sell our best talent if the price is right. I seem to have this argument every year with various people here. Selling players is not a lack of ambition. Done correctly, it can be extremely ambitious. You are willing to blow up let's say a top half side and because you are not happy with "top half." You want #1 and the current squad while perfectly decent, might not be able to get you there.
And then you have the fans of Newcastle, Villa and Sunderland - three big clubs - who are presumably jealous of all of us. None of those clubs can be called "modern day, 2015 clubs". Just goes to show how important the people who run football clubs are.
PS. Good post.