Indeed.
I actually realised the lack of ambition back in Summer 2018.
In 2017/18, Jose got us 2nd. He then wanted to compete properly for the title the following season.
So, in that Summer transfer window, Jose gave Woodward our targets. Jose expecting to be backed to win the league. Woodie hid (went on holiday or whatever it is he does when he doesn't want to spend). At the close of the window, he then said that Jose's targets were no good. So, apparently Woodie knows more about football than the serial winner and a specialist in winning trophies, who we hired to get us back to winning ways. Jose also realised that our ambition did not match his own.
Woodie's ambition is to make as much money as possible. If we could make the most profit by getting relegated, he'd get us relegated.
As it happens, to maximise our profits, 4th place is about the best position to finish in the league and that is what Woodie is attempting to do.
Ole is a 'yes' man, there to protect and shield Woodie from the fans' vitriol. Eventually when Ole screws up, he'll be fired and a new shield will be hired to protect Woodie.
And while we are at it, let's not forget that several fans have also lowered their standards, expectation and are showing far less ambition than they did 2 years ago.
These days, mid-table seems to be an acceptable position. You only have to look at the number of threads of Ole in Vs Ole out. Plenty of fans are happy with where we are and going.