The perception of success and is also determined by the quality of the opposition teams around you and how well you also perform individually.These discussions just aren't precise enough. We need to specify what time period we are talking about when we discuss goal posts, success and failure. It's a fact that AM have shifted the goalposts since the start of the season. Many have bristled at the statement 'you'd have taken 5th at the start of the season' as they believe circumstances have changed, which is true: to have a sensible discussion about the future, the goalposts can and must be shifted as one gains more information about the progress of an endeavour. But when we go to review the season as a whole it should be as a whole.
What's missing is the recognition that the statement 'Is 5th failure given nothing has happened' and the statement 'Is 5th failure given we are x points clear with eight games to go' are different, the first can be false and simultaneously the second true. We are finishing 5th in a season where it takes a fairly normal amount of points to finish 4th, if we agreed that that performance over a thirty-eight-game period wasn't failure at the start of the season we should agree it's not failure now, but, as I said, the question of whether the last 8 games were a failure given what has come before is a different one. With Arteta being the manager and in the thick of the action, it's quite reasonable for him to think of the top four as the target with eight games to go given what has gone before, and then when the season is over, to consider it as a whole with the target being 6th.
In my opinion, the season has had a number of successes and failures and the thirty-eight-game sum is a decent season, nothing more or less.
As an example, our 2007/08 is a good illustration of this. We weren't that far removed at all from being PL winners so I still viewed our ambitions are very much in that orbit, but they had been seriously tapered by us being totally established as not being able to compete financially at all and us being a 4th place team for a few years on the trot. So if at the start of the season someone told us we weren't going to win the PL I doubt too many would have called it an outright failure.
But ultimately we "bottled" the PL that season given how make weeks we topped the table and that disaster run of draws in Feb-March against pitiful teams. It was a failure. But looking at the season as a whole we played some absolutely fantastic football, had a number of fantastic individual performances, only lost 3 games (2 of them away to Chelsea and United and by very narrow margins) and finished on a great 83 points (a 15 point improvement on the previous season) only a handful of points behind United and Chelsea who both went on to be CL finalists so arguably the two best teams in world football at the time.
In a situation like that you can try and "cope" (for lack of a better word) with the failure you've just delivered by finding some very obvious positives (not that they mattered in hindsight since we never built on them in subsequent seasons and went on a steady decline instead) and move the goalposts etc..
This season that's not been the case at all. We've consistently played average-to-terrible football, we've been competing against dreadful teams who were tripping over themselves to gift us top 4 and yet we still bottled it despite the advantage we had at one point, I can't point to a single player and say they've had a good individual season that I'm excited for etc.. About the only thing people can use to "cope" is the age of our team, that's virtually it. There's been more negatives the positives this season by my account and therefor overall it's been a bad season.