Interesting that many on here seem more upset about Stoke getting a player instead of us, as opposed to being upset about us not getting Shaqiri specifically.
My guess is that he wasn't a primary target, but after finding out he might be available, we tried to get him on loan. That seems sensible since there have to be some questions about why he's on his third club in two years. Sometimes you have to consider an opportunity to get a player who could improve your team, even if they're not a primary target or in a position of "need." I suspect this was an example of that.
While I'm somewhat disappointed not to be getting him, I think the shouts of Stoke being "more ambitious" and "passing us by" are crazy overreactions. Players choose one club over another for a variety of different reasons. Just in the past few seasons (if media reports are to be believed), Baines has chosen us over United, McCarthy has chosen us over Tottenham and Lukaku has chosen us over Chelsea. Prior to that, Mirallas chose us over Arsenal. I doubt that those clubs worried about Everton "showing more ambition" than them and "passing them by." Every possible transfer scenario is different, and there are many unknown reasons as to why a players ends up at Club A instead of Club B.
I know everyone is frustrated with the lack of activity (me very much included), but we've still got time to make signings. More players tend to become available towards the end of the window, which is why I think Martinez is willing to wait it out for the last few signings. We may be pleasantly surprised yet.