I don't think we're particularly unlucky. Note that our xG doesn't really track with the sheer number of shots we take: we're 3rd in the league in shots attempted per game, 12th in shots on target. Because we're so slow in possession, we end up taking a tonne of rather speculative efforts without doing the work to create space, and it's been a consistent feature of our play for over two years now. Combine that with a team that is not exactly full of natural finishers, and you'll be rather wasteful.
We need to play differently if we have any aspirations of getting different results. Try to win back possession in areas where we can generate quicker attacks, rather than retreating deep and then building languid attacking moves that end up facing packed defenses.
Agree with that, and if Hojbjerg's Hail Mary didn't go in we'd be well north of Cardiff (I think). We're too slow and take too many long shots.
But...wouldn't you expect that to drop out in the xG? Bad/good finishing runs usually balance out, and our stats last year shouldn't have had us that bad. Our strikers are bad, and maybe othr things are being missed, but I don't know what.
Doubly weird: our home record should have been particularly strong, eg 6th best expected goals against.