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Management doesn't give a toss about winning things, they have no ambition other than making money and staying in the Premier League (so they can make more money).
This surely applies to all but the top 7 teams in the league? Sure, there will be teams like Wigan and Swansea that manage to win something out of the blue one year but European football has proved to be largely detrimental to teams who weren't really anticipating it and their league position the next year.
I wouldn't have necessarily said small but a mid-table club isn't much of an exaggeration really. In the same boat as Everton, to a degree, in that there is some historic pedigree there and the clubs want to do well for their fans but just haven't been able to sustain it.