It's the end of the 10-year Madrid cycle isn't it.
1999-2001 - they had an ageing team so brought in Figo, Zidane, Ronaldo to shake things up.
2009-2011 - they had an ageing team so brought in C Ronaldo, Kaka, Benzema to shake things up.
Maybe this is Florentino's plan: go on a mad spending spree every 10 years, buy loads of superstars all at once to establish dominance then sit back.
The problem is there aren't too many gettable superstars for them this year. The emergence of City and PSG means the market is so much more competitive and the power of the PL means there's no need for English clubs to sell.
Which big-name star can they actually buy? Mbappe, De Jong, Griezmann, De Bruyne, Neymar, Sane and Dembele are all off-limits for various reasons. Can't see Pogba going there either.
If they're looking for a mega-signing, the only feasible options are Hazard, Kane and Salah. Doubt they'll get all three though.