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In West Ham's case it'll be no prospect of competing for big trophies and a history of relegation. Of course this only comes into play if they're competing with a bigger, more attractive team for the same player, but that's almost inevitable if they're after the kind of 'top shelf' ones you suggest. That's why they tend to go for 'proven' players towards the end of their career (Nasri) or those who the bigger clubs know are quality but have a reputation for being difficult (Arnie). Best case scenario is they uncover a little gem who the big clubs didn't know about (Anderson) but then you have the likelihood that they're really only using West Ham as a shop window (Payet) and will jump to a bigger team as soon as they're on their radar.
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