Just when West Ham United looked to be progressing on and off the pitch last season, the club has regressed.
But a forgettable season, during which Slaven Bilic lost wantaway superstar Dimitri Payet, has seen the club dumped out of the Europa League, FA Cup and EFL Cup in embarrassing fashion while flirting with relegation for long spells.
The best the club can hope for this season is pipping the likes of Bournemouth and Watford to midtable.
A terrible season of recruitment has left fans disgruntled over what they feel are broken promises when it comes to West Ham's dealings in the transfer market.
Supporters were promised big money, marquee signings as they made the move to Stratford in the summer.
Indeed the ability to compete with the Premier League elite as a result of the stadium move was held up as a carrot to fans dubious over the decision to leave the club's famous Boleyn Ground home of 112 years.
Instead Bilic's squad was diluted by a glut of poor quality loans or free transfer signings in the summer followed up by the overpriced acquisitions of the woeful Robert Snodgrass and 33-year-old Jose Fonte for a combined £18 million in January.
Most supporters accept it takes time to build.
But Sullivan and Gold have left many fans - 52,000 of whom signed up to their vision by purchasing season tickets for their new home, second only to Manchester United - reeling with their lack of ambition.
Now disgruntled supporters are letting their feelings be known on radio phone-ins and social media with thousands insisting they feel they have been hoodwinked and as a result do not intend to renew their season tickets.
There is a huge swell of apathy amongst supporters and three players being linked with summer moves will only serve to make that worse as the Hammers show further signs of regression back to the Harry Redknapp/Terence Brown era.
In those days West Ham would have the odd good season followed by a struggle as a lack of proper investment saw the club used as a last chance saloon for players long past their best to get a pay day.
Some worked, most didn't.
Bilic has irked Hammers fans by admitting a keen interest in the likes of former West Ham Academy products turned hate figures Jermain Defoe and John Terry, who are 35 and 37 respectively later this year.
Then there are the rumours of a 'done deal' with Manchester City for ageing right back Pablo Zabaleta, who will also turn 33 during next season.
John Terry is reviled at West Ham
Of course every team needs an element of experience but is this really the way forward for West Ham?
A very deliberate change of approach to transfers was working as the club looked to move on from the days of signing has-beens in the latter stages of their career or offering former stars one last big payday.
The Hammers started to sign young, hungry and talented players who have good injury records and are predominantly aged under 27.
West Ham fans protest against former owner Terence Brown
The signings of Dimitri Payet, Manuel Lanzini, Michail Antonio, Angelo Ogbonna, Cheikhou Kouyate and Aaron Cresswell in recent seasons are examples of the club's recruitment policy at its best.
But given this season's abysmal recruitment record and the reports about targets this summer, it feels like the club has gone into a time warp, and not to the halcyon days of 1986.
The difference is when Brown was in charge there were no big promises, no statements of intent, no declarations of challenging the elite so while many fans weren't happy there was never any broken promises, because there were no promises in the first place.