The pattern is clearly there. During LvG's first season, the task was to restore our Top 4 status after a 7th place finish. So the big names came in, like di Maria and whatever signings the manger wanted/or were green lighted by the club like Blind, Shaw, Herrera etc. We barely scraped 4th in LvG's first season and recognizing the potential danger of dropping out next season due to the poor end to the current season, we again spent big and signed the Fantastic 4 (Depay, Darmian, Schneiderlin and Schweinsteiger), and were chasing after impossible marquee signings like Ramos and Muller as well.
During Jose's tenure, we are somewhat established as a Top 4 club in the league (despite 6th in 1st season due to EL win), so the policy now is to use the current squad to its maximum and only buy certain marquee players with marketability like Bale, Griezmann etc if they become available.
I don't think the Glazers are as bad as Kroenke in not wanting to win trophies and merely content with top 4, but they probably believe that the squad, having finished 2nd last season, is adequate for a top 4 finish, a possible title challenge and maybe a domestic cup. There is no serious ambition to dominate the league like City did last season or become a CL favorite like Real. All I can say is if they think last season's 2nd place is truly reflective of where we are vis a vis rivals this season, then they could be in for a rude shock.