So what's all that about then? With Leeds fans desperate to rub shoulders with the big boys again, Chairman Nooruddychance has poured cold water on their dreams of promotion this season, saying that "Promotion would be a very harsh target this season".
Quite why exactly is hard to understand. QPR apart, the teams in the top half of the table are much of a muchness. Sure Leeds lack firepower up front, but that apart, player for player, they are every bit as strong, or mediocre, as the likes of Leicester, Forest and company. As for Burnley, well despite the result at Elland Road, I would take Friar Brian's squad over the Clarets' squad every day of the week.
That's what doesn't make sense. Last season Leeds proved that, on their day, they can compete with the best - as the results against Tottenham and Everton showed - yet there is a crippling lack of ambition at Boardroom level, even when "new investment" is supposedly on the horizon.
Talk of "the long term" and about the "stability of the club" and the "harmony of the club" are all very well but Leeds fans do not want to hear Nooruddychance talking about "achieving promotion eventually" even when he hastily qualifies that with "in the near future".
If the Chairman is writing off the here and now, why should the fans pay good money to see games in the here and now exactly? And if the players read that their Chairman doesn't rate them as good enough to push for promotion, why should they strain every sinew to drag the club into the top six? If your boss expects mediocrity, then mediocrity is all you are going to give him!
The talk is ridiculously defeatist. Yes Leeds need a striker and a winger. Fine. Go out and get them! Tottenham's Kane might be a realistic target if Becchio is unavailable. What about Villa's Albrighton? Or Cardiff's Maynard? There are players out there with little or no prospect of playing Premiership football, and it is down to Leeds to gamble on them. They may fail, but they can't succeed in a Leeds shirt if they are not given the chance to wear one!
Talk of a medium and long term strategy is all very well, but some Leeds fans will not be on this planet in 12 months time, and after a lifetime supporting the club, they at least deserve to have hope that they might again see Leeds in the Prem. The gap to sixth place is just 5 points. Is it really so harsh to expect Leeds to close that gap and win through to the Prem via the end of season playoff lottery? It bloody well shouldn't be!