Difference is, Stoke were crap last year, played crap football and are crap, Stoke are crap this year and play crap football, they just had one particularly lucky year in the league. They weren't out there smashing good teams 3-0, they were scraping wins against teams with a whole lot of cheating and fouling thrown in to spoil the other side. Euro football has cost them to some degree, but so is simply being a pretty poor side
But again this is where making a killing on players who aren't worth it comes in, you can strengthen and build the squad effectively without getting into debt and relying on income you might not get.
I mean, Newcastle have on a dozen + occasions looked like a side who could geniunely compete for a top 4 place, Stoke, honestly never once in 5 years have I ever watched them, even winning, even with a decent margin said to myself, they look like european/top of the table team, ever, their football is dire, their tactics are terrible, they don't have particularly athletic or fit players, just big thugs. Newcastle, not saying they'll win the Europa league and move up to 4th, but they are a completely different prospect to Stoke to the degree that they are incomparable, quite simply one team can play football, the other can't.