You say that but some people think the term 'next level' is cliched nonsense perpetuated by barely literate pundits that also say things like 'he's unplayable on his day', 'there was contact', and who are amazed that the teams who spend billions of pounds are rather good.
Some people just want the pieces of our jigsaw to fit together nicely and for there to be reasoned debate as to how potential targets could play well in our team. We don't mind if we bring in a player from Ligue 2 for 10m who is perfect for us and our needs. Think Kante at Leicester. Think Soucek and Coufal. I'd have no problem if we unearth a blinding striker from somewhere who can run the channels, play up top on his own, bring others into play, be deadly in the box, and who fits in well with the group. And I think that's what Moyes is looking for. Rather than going ''Oh, that Haller plays really well in a certain system in Germany, lets blow 40m on him and ask him to do something completely different in England'.
What is frustrating is people desperately throwing names and figures of players around without giving thought (or even worse, having no knowledge) to what they could actually bring.