They didn't stand still, they invested enough to keep us competitive. If I start a business and it becomes profitable that doesn't necessarily mean I have to grow revenues that exceed Apple. Maybe I'm happy with half that, or a fraction of it. Depends on my level of ambition and also on what I understand to be realistic. I probably won't exceed Apple turnover (no pun) and it's probably not even my goal because I don't view it as achievable given my resources and what I'm prepared to invest and risk. But I'm still happy banking my profits and growing the business, maybe chucking a bit of cash in when ACME Ltd starts catching up.
I think that January window told us much. About the ambition of the Kroenkes, the competency at the executive level in the club, the complacency of all involved to let this situation develop in the first place. It makes the football appear to be a secondary concern rather than the reason the club exists.