Arsenal gave their fans a cold, hard dose of reality this week.
Owners Kroenke Sports Enterprises’ managing director Josh Kroenke came out and said that the fans had better not expect to win any big trophies this season.
For most Gunners fans, it felt like a kick to the nuts from Roberto Carlos.
It came on the back of protests from 16 supporters’ clubs who claimed the owners are "passive", having taken a policy of not investing any capital since becoming majority shareholders the year Arsenal lost the 2006 Champions League.
It’s been a steady decline for the north Londoners, seeing city rivals like Chelsea and Tottenham overtake them in the Premier League and in European competitions.
Given that the status quo has been the reality for Gooners for a while now, hearing Kroenke actually say that the big trophies are out of reach is sadly just stating the obvious.
And it’s something that not only Arsenal fans are starting to realise.
Apart from Manchester City and Liverpool, no other club sniffed the Premier League title, with City taking the FA Cup and League Cup too.
Last season’s Champions League finalists Tottenham managed to get past City in Europe, while Arsenal had to fight Chelsea in the Europa League final to try and sneak into the elite European club competition.
The Gunners and Manchester United will have to pull up their socks if they want to make the top four with a lack of investment at Arsenal and inexperienced leadership at Old Trafford.
Once the nailed-on top two, the Premier League is a different place for long-time watchers.