I think you're right - nobody should swallow any rhetoric that comes out of the club, regardless who is in charge.
What I would say though is that there's a fair few variables on this window that I don't think people are really accepting the context of.
1) We do have a new team of people in charge, yes, but they've mostly been here 5 minutes and some of them are still on gardening leave
2) The fact we have a new regime in place could well mean that previous targets that we've done background work on under the last regime are now a thing of the past and we've had to start again - I've said before that actually signing a player is usually a really lengthy process that goes on for weeks (or months in some cases) because of the web of complex legal agreements that exist.
3) We are in a fairly unprecedented period (by Everton standards) in terms of the number of players we need to bring in this summer. It's a bit like a jigsaw - let's say we need 10 players for the sake of argument and we have (again, for the sake of argument) £100m to spend - you can't go and sign three players for that £100m and then hope to fill the squad out with frees and loans - that adds huge risk. You need to tee a lot of it up beforehand so you can make the educated decisions where to spend the money.
I would expect that we'll go right to the end of the window on some deals - there's still 7-8 weeks left of it. Yes, seeing players coming in sooner rather than later would be good, but it's probably unrealistic given the above that we'd see a huge amount of movement in the early part of the window.
But the main point you're absolutely on the money about is about being uncritical. Actions most definitely speak louder than words - I think there's clearly a "plan" that's coming to fruition on the leadership structure of the club, which is great to see, but that in itself has a knock-on effect to the pace of change in terms of players coming and going and that's the part we are all going to focus on, which makes me want to temper my own expectations about what we are seeing this window.