No club will ever say, we are not going for promotion this season. It's not realistic to expect that.
They have talked about making the club more sustainable, they've also invested heavily in the player identification and recruitment teams. So it's pretty clear what the plan is without spelling it out. It isn't sustainable to buy ready made players, and it isn't worth getting an expensive recruitment team if it's to sign players you already know about. We are scouting young players and emerging market players, and train them to improve.
It's pretty obvious why he changed it mate, Akpom has left, and he's changed it to a pun on a current player.