Because we didn't really improve the team this summer. At least not the starting XI. The only way you can expect a title challenge(or win), is if you think the team is good enough. This is a weird season so it may be the case right now, but under normal circumstances this team has no business challenging for titles.
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Here's a crazy idea, just in case someone from our club happens to read this forum: it's possible to strengthen the bench
and the starting XI at the same time
It's very simple: you sign players for the starting XI, thus pushing some current players in the starting XI to the bench. In fact, by following this approach you get a stronger bench than you would in your other interesting transfer strategy. Why? Because if the players you sign can't even displace the
current lot, then they are by definition worse bench options than these players.
I'd gladly switch our 5 signings this summer for 2 starting XI players(a forward and a DM), even if it cost significantly more than the 5 players combined. I'm not a fan of throwing shit at the wall to see what sticks.
In that scenario, provided the 2 signings were class, we could expect a title challenge.