It must be hard being an Arsenal fan.
Season after season, summer after summer, the Gunners flatter to deceive having shown so much promise in the build up but eventually delivering very little.
And the current transfer window has been no exception. Granit Xhaka arrived for £34 million in May but since then, it's been nothing short of a frustrating and underwhelming summer.
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Arsenal have been linked with moves for Alvaro Morata, Gonzalo Higuain, Jamie Vardy and Henrikh Mkhitaryan in recent months but lost out on each and every one of them.
Worse still, that trend looks set to continue for the foreseeable future.
According to the Telegraph's Jason Burt, Lyon are expected to demand an eye-watering €70 million (£59.9m) for Alexandre Lacazette on Thursday.
The ball will then be in Arsenal's court and, should they refuse, their pursuit will come to a disappointing end.
Talks are said to be ongoing between the Gunners and Lacazette's representatives but with this new development - and the fact he's set to be offered a new contract - it seems beyond doubt he will remain at Lyon.
This is despite manager Bruno Genesio insisting they would sell at the price a few weeks ago.
"He can leave if Lyon want him to," he said. "There are some offers that you cannot refuse.
"My desire as manager is that the best players stay and Lacazette is very important for the team.
"I have been assured by my president that we will keep the player. You never know what could happen right up until August 31."
Arsenal had a £29.95 million bid rejected by Lyon recently and whilst they will reportedly return with an improved offer, it would seem a move is out of the question.
Unless the Gunners are willing to break the bank - which is unlikely - their search for a world-class striker will never cease.
Turning their attention to Inter Milan's Mauro Icardi would be their next best bet, though the Argentine would similarly command a fee upwards of £50 million.
Offering Olivier Giroud in a cash-plus-player deal is an option for Arsenal, but a risky one at that.