consistently fucking over your fanbase for one is something that doesnt really scream loyalty.
Basically saying you are going to do one thing and then doing the exact opposite 18 months later for one.
multiple fire sales over a 15 year period doesnt exactly scream loyalty.
There is winning and there is 'trying to win' also fwiw. Fans can be very understanding when it comes to not winning if management is actually semi honest with fans.