I thik that been the reality for seasons now mate. Infact it should be the default really. I think thats fine theoretically in terms of squad building. But the buisness doesnt wash its own face - so its selling to keep the lights on as a necessity if one of the other routes to cashflow isn't forthcoming and its unlikely to be.
To be very fair to Bill, he did manage it as an owner albeit he had Moyes, so we're into chicken and egg there. Regardless hes shown that competency.
I wouldn't share your hope of 777 and the Genoa evidence.
777 have shown they are high risk investors, they see an opportunity were they can acquire the club for a knockdown up front fee, by taking on debt and then likely selling assets (players) to provide cashflow or improve the debt position without further investment, thus increasing the value of the asset and their investment. Relegation is a risk worth taking for the investment especially when you consider the infrastructure that comes with the club and ultimately the debt can shoved on the club via asset stripping.
In terms of costs they are coming down - but a way to go and we are still relying on player sales - the 60 mill pa last year, was a 110 mill loss last year with out Richarlison and i think we can see that what we've taken in last and this year so far isnt equal to what we spend - so that additional resources from tranfer fees are being used to cover losses or provide cash flow - we haven't turned the corner just yet. Incrementally improving.
You are right theoretically, there is always player trading, usually though thats to reinvest - in our case its likely going to used to fund the club, covier losses or pay of debt and incrementally reduce the over all squad standard.
Thats my take, unless there is alternative funding model i cant see..........selling players and especially your best ones is not a good or even a normal thing - especially to pay to keep the lights on or line the pockets of the owners.