It's all media spin and PR.
Clubs have been spending money in the Premier League for years. It was seen as a sign of strength at one point, and a pathway to winning the league.
I remember when the media would get all giddy talking about the pisscan's "War Chest" before the window opened.
The problem the media have got (and now, by extension, the red top clubs) is that they have spent the past ten years berating "money bags" City for buying the league.
Although, they've attempted to differentiate our "dirty oil" money, from their "organic" money the damage is already done.
The media's relentless negative focus on money, and its damning narrative on spending, has tarnished the whole league. This has subsequently, made any investments in the acquisition of players appear crass and vulgar.
This has left the media broadcasting companies in a bit of a pickle, with regards to public opinion. They can't afford to be seen guilty of double standards, and this is why they're performing mathematical gymnastics when reporting on the likes of LFC and the rags in particular.