Yeah, don't get me wrong, I mean ultimately there is a reason why the stadium isn't bigger - and financial considerations are clearly the most obvious.
But it not being bigger was explained away with a cocktail of reasons by the club: cost, ensuring we consistently hit capacity, atmosphere, heritage concerns... and when someone throws a load of reasons at you at once, it starts to sound like a string of excuses.
Ultimately, the project was originally designed to be significantly bigger. So that made sense to everyone for a huge chunk of the process.
Then that changed.
I'm certainly in the camp that thinks we aren't being ambitious enough. We have a massive season ticket waiting list, and it's really hard to get tickets for individual matches beyond that.
I used to work for a newspaper, and I remember the newspaper sales manager telling me that in an ideal world, he'd walk into any given newsagent as they were about to close and there'd be one unsold paper left on the shelf. The goal wasn't to sell out, it was to leave one paper because it meant you'd sold to every potential customer.
Similarly, if we sell out every home game at Bramley-Moore, it'd mean we weren't ambitious enough.