The Hammers looked to be on an upward curve ahead of their big move to the London Stadium, finishing just four points off the Champions League places.
But some terrible transfer dealings after making the move to the 57,000 seater stadium in Stratford two seasons ago have seen the East Londoners flirt with relegation since.
Eyebrows have been raised at some of the club's dealings with over £40 million spent on flops Andre Ayew and Robert Snodgrass and the ageing Jose Fonte alone.
Sullivan said he would back Moyes with three or four signings in January to help stave off relegation but the Hammers are yet to do any business.
And many of the players West Ham have been linked with have left fans feeling underwhelmed with supporters demanding top quality signings in line with the club's stated ambitions on leaving Upton Park.
But is West Ham's track record in the transfer market before the stadium move proof they don't need to spend big to satisfy the fans?
That's because four of West Ham's best signings of last decade cost £10m or less.
Dimitri Payet was the club's most gifted star since Paolo Di Canio and cost just £10m from Marseille while Manuel Lanzini was signed for under £10m having spent his first season on loan.
Michail Antonio cost just £7.5m from Championship Nottingham Forest and Aaron Cresswell just £3.5m from another Championship side, Ipswich Town.
With the likes of Ayew and Snodgrass proving costly flops perhaps Sullivan and Gold feel they have had their fingers burned and are looking to go back to what worked before?
Fans will know one way or another when the window slams shut at the end of the month.