That's what football club owners are expected to do, especially ones who profess to have Prem ambitions, as ours do.
The club's budget is 5th-bottom in the Championship, so it's only "enormous" compared to e.g. League One clubs. Ridsdale flushes it down the toilet every year, but that's just one aspect of PNE's problems, not all of them.
The owners claim they want to develop Championship quality players, and to sell one for £8m-10m every few years to break even, but we run a Cat 3 academy that cannot produce such players, while our budget means we cannot afford to invest in them from elsewhere.
The owners claim we are an established Championship club, but our facilities are deteriorating, our retail is outsourced to race-to-the-bottom outfits, and our maintenance budget is the spare change left over from the bottom-5 football budget.
Owners can't fund a Championship club at these levels and expect us to develop any decent players or make a dent in the promotion places - and sure enough, we don't.
The owners obviously don't want to own the club any more, but while they continue to set an unrealistically high selling price while cost-cutting and asset-stripping, they won't find any buyers.