What is more important: winning or making fans proud? Apparently the latter, according to Gunners chief executive Ivan Gazidis.
Gazidis thinks being proud is more important than winning.
"When we talk about the destination, it's not winning a Champions League, it's making fans proud," he said.
"It's about making the people at the football club proud of what we do and how we do it."
Oh really, I wonder how Arsenal fans feel about that?
The Gunners haven't made it past the round of 16 in five years and haven't reached the finals in nine.
But it sounds as if Gazidis and the rest of the Gunners management are becoming complacent when it comes to the team, and that cannot make fans of the team feel good.
"We get a lot of criticism, but we have people at the club who are very firmly fixed on where we want to get to and won't get knocked off course by the whims that happen day to day."
"We are very much on that journey, and we may never reach the destination."