I'd say thats a tad harsh. Agree with your sentiment, the off the pitch things are of course not as relevant as on the pitch like you say. But we came so so so close last year, and look to be hoping to challenge again. Any other year and we probably would have won the league last year on 89...
Club have left it late to try and build excitement for it, unfortunately for them that has backfired as people now simply do not care or are annoyed its taken so long. This announcement of an announcement is them just trying to rebuild the excitement.
Hopefully they have learnt to release it...