Fiscal discipline. This is not just a phrase constituting a nervous twitch for Gordon Brown. It is a reason we arguably should not sing Berb for £30m. Obviously £5m on its own doesnt make an enormous amount of difference, but you have to draw the line somewhere with regards to valuations and what you are prepared to pay for people. (Unless you want to follow the Madrid model - sorry to make that comparison again.) If you keep throwing money at transfer targets, you need to raise money. But whenever the following occur:
1) ticket prices go up
2) the word AIG (or any other corporate name) appears anywhere new
3) dinner ladies get sacked
4) plenty of other money making schemes I cant be bothered to think of
people get up in arms. Which is fair enough. But you have to find the money somewhere. We arent Chelsea.