You would expect spending to increase after the shit storm we have been through, if you dont spend you stay at the wrong end of the ladder and I'm not just talking salary cap spending, we need to invest in the right staff/people. amenities etc. We want to attract players.
As we climb the ladder we gain a winning culture which pays its way in attendances, memberships, merchandises etc.
I think what we are going through is normal for a team with ambition, if we were not spending I would be a bit disappointed.