Fans need to realign expectations, yes. From 1989-90 until 2002-03 they finished 11th or below 5/14 seasons, and 5th or below 11/14 seasons. Then Roman’s dirty money came in and bought the league for a long time. I’m not saying that previous period is what should be accepted or acceptable, but expecting top 4 every year just because you are Chelsea isn’t realistic.
Liverpool finished outside of the top 4 in 7 out of 8 seasons more recently. Arsenal had a run of 6 straight. Man United not quite as bad, but missed it in 4 out of 7 seasons. The reality is that clubs need to reset and rebuild sometimes, and that takes time. This isn’t La Liga where Barca and Real are guaranteed top 3 every year.
Ashley Cole hatred from us was warranted given the obvious tapping up and the manner of his leaving. It being a hated rival only added to it, but was not the major cause of our hatred of Ca$hley.