As the transfer window closed on Wednesday night it left West Ham United fans reflecting on a very hit-and-miss summer.
The former Croatia manager had been building to ensure he had enough depth to compete at home and abroad, but his side were embarrassingly dumped out by Romanian side Astra Giurgiu in the fourth qualifying round of the Europa League.
The East Londoners were actually one of the busiest clubs of the window. Bilic kicked things off by releasing the likes Alex Song, Emmanuel Emenike and Victor Moses from loan deals.
He also sanctioned the £10 million sale of defender James Tomkins to London rivals Crystal Palace.
The Hammers have brought in 13 players. They signed Manuel Lanzini, Havard Nordtveit, Toni Martinez, Domingos Quina, Sofiane Feghouli, Ashley Fletcher, Gokhan Tore (loan), Arthur Masuaku, Jonathan Calleri (loan), Edmilson Ferdnandes, Alvaro Arbeloa and broke their transfer record with the £20.5 signing of Andre Ayew from Swansea City.
That record will be broken again if, as is expected, their 13th signing Simeone Zaza - on loan from Juventus - plays the required 15 games to trigger the obligation to buy the Italian international at over £25m.
One thing is for certain - this, on paper at least, is arguably West Ham's strongest ever squad.
West Ham manager Slaven Bilic
But it is fair to say some Hammers supporters were expecting more quality and less quantity.
After all, Gold and Sullivan pledged to deliver a marquee striker signing capable of scoring the 20 goals a season which could elevate the Hammers towards the Champions League places.
West Ham co owner David Sullivan
And they did so very publicly with a message on the club's official website back in June when they insisted they would spend over £30 million if necessary on one player, as reported by the likes of the Mirror at the time.
"We know that we need a top striker which is the hardest thing to sign. We need a 20-goal-a-season striker and that will cost us £25m or £30million," Sullivan said on whufc.com.
Zlatan Ibrahimovic, Jamie Vardy, Carlos Bacca, Michy Batshuayi and Alexandre Lacazette were just some of the names West Ham were linked with.
None of them materialised, though, leaving many supporters questioning why such experienced football owners such as Gold and Sullivan would speak so publicly about transfers, particularly revealing how much money the club had and was willing to spend.
West Ham fans
It led to some cynics suggesting it was merely a tactic to sell season tickets for the club's new 60,000-seater London Stadium home.
But wherever you stand one thing is for certain - it is time for the owners to start keeping their transfer cards close to their chests in the future.
There's keeping fans in the loop and then there's giving the game away.
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