Exactly. While I understand the desire by some to stay optimistic, I think it's a bit naive to ignore or downplay the obvious patterned behaviour represented by Arsene FC. Of course the world cup is a factor, but past evidence would clearly suggest that our slow movement in the transfer market (relative to other big teams) is a not just something that only happens when major tournaments are on.
For me it's pretty clear that Wenger is almost completely focussed on getting 'value' and that essentially leads to a very cautious, conservative and reactive strategy. Other clubs are more aggressive and more willing to move early, spend big and shape the transfer market. Meanwhile we wait for the transfer stars to align. This may lead to the occasional Ozil, but more often than not leads to Sanogos and Kalstroms.
Like I said, I understand the desire to stay optimistic given it is still early days, and I truly hope to be proven wrong on this, but so far our approach is underwhelming yet again and to me, not the signs of a club that has learnt from past mistakes and ready to have a serious crack at titles.