They're just doing what they do every year.
They drip feed rumours to the press, about making enquiries for player A, B, and C. All big names that the fans lap up.
Weeks go on, and they drip feed a few more big names, rinse and repeat.
Come the end of the transfer window, A,B, and C, are long forgotten about, as in desperation they announce the signing of X,Y, and Z.
Bill looks on all wistful in front of the cameras, and spouts the usual shite about, "well, we tried to sign A,B, and C, and that shows our ambition, blah, blah, blah".
How they haven't seen through this annual charade yet, baffles me.