In London, you can charge more and get away with it. The relatively loyal fan base at the likes of Arsenal, Tottenham and even West Ham, mean they would always maintain high attendances, with or without success; whereas Chelsea without success, and their fans will leave in their droves. I still believe they rank behind both Manchester, Liverpool clubs, Newcastle, Sunderland, Arsenal, Villa, Spurs, even Leeds and Sheffield and without the free money propping them up, their fanbase would be amongst the also-rans.