Because it is the new norm. Contrary to what you might think the SAF's United doesn't exist anymore. We are currently closer to Totenham than we are to the top. The only thing we have other them is money and history. And as Chelsea has proven, money without the right owners means diddly squat.
Since SAF retired we finished 7th, 4th, 5th, 6th, 2nd, 6th, 3rd, 2nd, 7th, 3rd and 8th. The idea that we were this club that competed on all fronts until ETH came and turned us into a laughing stock doesn't hold up when you compare it to our previous seasons. We finished 7th the season before he took over for God's sake.
The point is we are in the middle of a restructuring process. Our football organization is being overhauled. ETH is building something. Giving him the boot on the back of winning another trophy would be in line with a series of disastrous decision we've done since SAF retired. Thank God we didn't