Not sure where to put this so I'll put it in the Moyes thread, currently each team in the three distinct mindset groups (regardless of where they are in the league)
A) "we're a big club and we expect to win all the time"
Arsenal, Man City, Man Utd, RS, Spurs (for now)
B) "we're a big club that knows what it's like to be relegated so let's try and be as ambitious as possible even if some seasons it doesn't work as well"
Villa, Sunderland, Newcastle, West Ham, Leeds, Forest
C) "we're a small club but lets go at them because no one expects us to win, even if it doesn't work"
Bournemouth, Brighton, Brentford, Fulham, Palace, Burnley, Wolves
We're the only club that sits in the "We're happy to get premier league money because for 35 years we've nearly been relegated and also never had any money", which still lingers in every department of the club, whether that is through the long term players we have (coleman, Keane, etc) or even our media team on socials.
Moyes has done a very good job this season for the most part, but he isn't helping with changing the mindset of the club. It's almost as if the owners went "we're safe now, lets not risk a European campaign until we can afford new players"