I think people are talking about the business side of the club when mentioning being concerned about the off field operations. From personal experience the ticket office is a shambles and the club shop both online and in person is just a big mess.
As @Chunksafc mentions we need to be making as much money as possible through multiple revenue streams to comply with FFP and the club seem to be neglecting the fact if the club produce good products and make it possible to buy them, such as the recent retro avec range, the fans will buy it.