Now with their best player Dimitri Payet on strike, survival is the club's only focus after the Hammers were dumped out of the Europa League by Romanian minnows Astra Giurgiu for the second season running and were humbled 4-1 by Manchester United and 5-0 by Manchester City in the EFL Cup and FA Cup respectively.
It is a far cry from last season when West Ham enjoyed their best ever points total of the Premier League era, recorded a first positive goal difference since 1986 and finished just four points off the Champions League places in their emotional farewell campaign at Upton Park.
The summer saw the club usher in a new era with the big move to the 60,000 seater Olympic Stadium.
Leaving their beloved Boleyn Ground was a necessity to keep pace with and challenge English football's elite, or so West Ham fans were told.
Dimitri Payet and team mates look dejected
Supporters were told the move and increased revenues - West Ham have 52,000 season ticket holders second only to the mighty Manchester United - would allow them to compete in the transfer market for top players.
Indeed Sullivan and fellow co-owner David Gold even boldly told the club's official website back in May that they were willing and intending to spend upwards of £30million on a marquee striker signing, a bizarre tactic from experienced football club owners.
That article has now been deleted from the site and no marquee striker was forthcoming with many fans of the opinion it was a ploy to sell as many season tickets as possible.
West Ham co-owner David Sullivan
The key line in the interview read: "We haven't lost any key or influential players since last season, which was one to remember, so we are all currently struggling to understand why the team is under-performing at this moment in time."
But that's just it isn't it... and Sullivan is missing the point entirely.
Yes when you strip away the clutch of terrible summer signings which have only served to dilute Bilic's squad, it is largely the same players who arguably overachieved last season.
And that is exactly why, when every other team in the league has improved their squads, West Ham have taken a number of steps backwards.
West Ham manager Slaven Bilic with Dimitri Payet
It's not rocket science. If you don't constantly improve your squad in the Premier League you don't just stand still, you fall behind.
And then of course there is the not-so-subtle initiation of the blame game in the interview as Sullivan's line is pointed at the new scapegoat, the manager.
Sullivan has gone from promising world class players off the back of the move to Stratford to patting himself on the back for holding on to last season's squad.
Really? Is that the measure of West Ham's ambition now despite everything they have left behind in pursuit of challenging the elite.
And where has that even got the club. In hindsight was keeping Payet even a good thing. The current predicament would suggest not.
West Ham are in a dark place and the last person anyone wants to hear from at the moment is David Sullivan.