Former Newcastle United defender Mike Williamson believes the mentality at the Magpies now means "avoiding relegation is the target".
The centre-back spent six seasons on Tyneside after signing in 2010, and was a member of the side which secured a surprise fifth-placed finish under Alan Pardew two years later.
With European football secured, Williamson believes a couple of additions to the squad could have had the club competing for silverware.
However, Vurnon Anita was the only senior arrival at St James' Park that season, and Pardew's side narrowly avoided relegation despite their memorable run to the Europa League quarter finals.
United's highest Premier League placing since is two 10th-placed finishes, while the club have also suffered their second relegation of the Mike Ashley era.
Speaking to the Athletic, Williamson reckons "people now know how Newcastle are run", and argues the mentality of the club's hierarchy is simply to survive in the top flight.
The Gateshead player-manager said: "After finishing fifth, we had a feeling that we had a really solid base of players. That if we added a few, we'd be able to become a force and push on.
"But the reality is, when you're losing your best players and investment doesn't come, it becomes a negative far more quickly than it should.
"Everything is magnified at Newcastle and those fans have pride in that team, then it was taken away from them because they didn't kick on.
"In 2012, players could have arrived thinking , 'Hmm, we could be the ones to win a trophy'. But then I feel as though, through the business side of things, that gets diluted somewhat and dreams don't become a reality.
"People now know how Newcastle are run and players possibly go there accepting that now. Avoiding relegation is the target, anything else is a bonus. That's where the mentality perhaps differs."
