We don't like being called a Sugar Daddy club, and expect to be taken seriously.
To do that, the balance sheet matters.
If we're going to be a credible (but huge) football club, we have to practice what we've been preaching, and that's running the club as a genuine business, not running to the Sheik every time we need a few more million.
And FFP's not gone away (yet). We can't spend as much as we want. We can spend a lot, but it's not limitless. 5m spend on Sterling could be 5m we can't spend on Pogba. So which do you choose then?