What sense in the media? Factual reporting?
The natural order is every club will have their turn in the bottom 4 and things like FA, future trades, father son, salary dumps, NGA, player trading, salary cap shifting are all really designed to extend a club's run at the top.
It is much more difficult to get off the bottom when the natural order is for top clubs to be able to take advantage of everything, all at once.
Look at Brisbane, they had their turn at the bottom and in recent seasons get the Ashcrofts, Fletchers and Dunkleys to now make a top 4 club stronger. Even Coleman Is a NGA (both of them).
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