West Ham United's fantastic form and impending move to the Olympic Stadium has seen the club linked with a host of star names.
Slaven Bilic has reinvigorated the East Londoners and could even take them to Wembley if they can see off Manchester United in their FA Cup quarter-final replay at Upton Park next week.
West Ham's surge has gone somewhat under the radar given Leicester City's fairytale title tilt.
But recent performances and their nine match unbeaten run has seen Bilic's side tipped by many to make it into the top four for the first time in the Premier League era.
With the plaudits and the club's impending move to the 60,000 seater Olympic Stadium looming large this summer has come the inevitable headlines and speculation.
When Paris Saint-Germain superstar Zlatan Ibrahimovic announced he could well be arriving in the Premier League this season, West Ham was one of his rumoured destinations, as reported by the likes of The Sun.
That was followed by more stories in papers like the Telegraph linking Manchester City star Wilfried Bony with a summer switch to East London as the Hammers cement themselves as major players in the transfer market.
But could signings of that ilk actually prove self-destructive for West Ham's progress?
It would see a seismic shift in the club's very deliberate recent change in tact over transfer policy.
Hammers should stick with transfer policy that has served them so well
The club had been linked with young Marseille star Michy Batshuayi and 24-year-old Lyon striker Alexandre Lacazette prior to the Ibrahimovic and Bony rumours.
Co-owners David Sullivan and David Gold brought in talent spotter Tony Henry two years ago and the club's transfer business ever since has been some of the best in its history.
Dimitri Payet arrived for just £10 million, Manuel Lanzini for even less, Cheikhou Kouyate cost just £7m, Aaron Cresswell just £3m, Diafra Sakho the same.
They have also brought in prodigious young talents like Martin Samuelsen, Sam Byram and Tony Martinez from Valencia with a view to the future.
West Ham used to be a club that offered a last pay day to players past their best and the last two years have changed all that.
For all his immense qualities would bringing a 34-year-old with an oversized ego or a £30m flop really be in tune with the club's recent rise to prominence.
After all it's no coincidence two years of top class transfer business has translated into West Ham's best squad in memory and a genuine chance of success.