Couldn't give a toss about "selling our soul" - if we get trophies etc out of it then who cares? Titles and trophies are usually always won by teams who spend a truck-load of money - Barca, Madrid, Bayern, the Milan clubs, Man Utd and in recent years Man City, Chelsea and presumably PSG soon enough.
Even back in the 80s Liverpool spent the most money in England and were the most successful. If we as fans want us to be successful then we need to have the money. Dortmund/Atletico's stories are great, but they'll be short lived because the rich teams will take their best players - Dortmund have lost Gotz, Lewankowski and someone else im forgetting and Atletico will lose Costa this summer and probably one other because they need to sell big players to develop others.
Bring on the **** money I say.