Pardew has only ever said the money WILL be put back into the club, anyone who accuses Ashley of taking money out of the club frankly needs a beating, he's sunk a HUGE amount of money into the club and hasn't taken a penny out. As for the stadium, he didn't "rebuild" the landmark, a rose by any other name.......... Who would care what its called, if as a fan you realise it means more money for your club I have no idea how you can possibly complain.
Most likely the 35mil won't be upfront, but even if it was it SHOULD go to pay off debt because you pay interest on the debt which is good for no one. Either way, if you have say 50mil of debt, that adds 5mil in debt a year, you could spend 35mil on transfer fee's, then end up with 55mil of debt, then 60mil the year after, building up and up and never being able to afford another transfer again, or you can pay off a huge chuck of debt, have it become more managable and long term be able to afford players when the club is profitable rather than fighting debt.
The only thing Pardew has said is that 35mil won't go all on transfer fee's. Take Carroll on say 30-40k a week, maybe a lot less than that, but call it 2mil a year. Now you spend 35mil on one big name player, he'll want 100k a week, thats 5mil a year, you're already be down 3mil, for a club looking to cut costs and become stable, bad.
In reality, if you buy 4 5million players, thats 20mil gone, and each on 40k a week, is 8mil a year....... over a 4 year contract Carroll would have made 8 mil, the 4 new players would make 32million over the same 4 year period.
You can't exclude wage spending, 35mil on multiple players adds up to much higher wages than one player and that gets factored in.
Personally if my team were in heavy debt, making heavy losses and someone came in, bought the team offset the loses by pumping their own money into the club to prevent the club folding I wouldn't know what there was to complain about. If someone comes in and takes a profitable or stable club then loads on 500mil of debt....... thats completely different, when the opposite happens, someone comes in with a huge amount of debt and gets rid of it.
Likewise once the club is profitable and stable I wouldn't begrude them wanting the money back eventually like any other business. Buy a business, invest, turn it around and get profits, that's life. The only time to complain is, team struggling, making a profit and instead of improving the team at all the owners took every last penny of profits out of the club.