Because we are skint!
We need to be investing in young up and coming players that we can move on for a profit. Something we've not really done before. Even now you look at our squad and Pereira aside we have no one else that we could make a sizeable profit on. During our long stint in the Prem we didn't manage it either. The only players we could have made good money on were Evans and Rondon and we managed to balls that up too.
If we're skint now, what will change for us to be able to compete in the Prem? (In, not 'for', lol). We've made steps to bring young players through and they get poached away by the bigger clubs. We could keep trying to find Periera's and selling them on - but that gets us nowhere.
Like it or not, our board need to step up and sanction some signings else we'll end up back to square 1. If we can't afford top championship quality players where does that leave us?
To me, it's small club mentality to think we're just 'lil old Albion, not got a pot to pee in". We've had the club tell us how important promotion is, the media tell us how much it's worth, to suddenly find ourselves no better off financially than the end of last season seems crazy.