Nobody has ever said this apart from you. Everyone should want us to be the best club in the world...it's by what route we should get there where we differ.
It's a sporting club. The ends don't justify the means.
Professional football is an entertainment business,
with a very large % of the consumer base being tribal.
The former means that at the minimum the end
product should be entertaining. The latter means that
unlike normal "market forces" , the consumer does not
abandon the product whenever it fails to satisfy.