This is the crux of the whole problem. A lot of people have convinced themselves that Arteta is this untapped genius waiting to be unleashed, one who will take us to the promised land. Which is why they don't care if we finish 10th/12th, play crap football, break unwanted records left, right and center.
People love playing the lottery and Arteta is a the lottery in managerial form. They're willing to sink god knows how many seasons into him in the hope of winning a Fergie or a Pep or a Zaidan... etc. one day.