I don't condone selling our best players. Not once did I say we should. But I don't condone the idea of mindless injection of money. A football club is meant to be self sustaining. Fuck, with the millions of dollars they get every year, not just from season ticket holders but from people who subscribe to TV channels halfway around the world too.
Reduce the wage bill. Get a transfer fee for the players we don't need. Get cheaper backups than Heitinga or Bilyaletdinov. They're not going to be Moyes' first choice picks, and I don't think Bily's or Heit's performances couldn't be matched by a budget alternative. Cap the salaries. Keep making profitable signings, sell the players not in the long term vision of the club. Hang on to Felli, Rodwell, Jags, Baines, Coleman, they are the future of Everton.
Take the money saved, use that to buy players. Not an interest-free loan from BK, or a blind injection from some billionaire. It'd be nice to win shit, to be making marquee signings, but until then it's even nicer knowing that the club I support is a healthy, fiscally responsible and profitable one. And I don't think I'd feel different whether I was a season ticket holder or not.