While this is true it's what's necessary to stay afloat. Roman originally spent an unheard of amount of money when he first purchased the club -- even Man City's purchases haven't rivaled them (taking into account the football-boosted inflation). Now, that’s less possible. They've effectively emulated Manchester City's approach: Manchester City, despite having a family own worth almost 1 trillion dollars, have a 13% stake owned by a Chinese consortium. This allows them to garner even more sponsorship to gain revenue to circumvent FFP, as well as provide an alternative method of bankrolling if the Sheikh's are unable to at any particular moment.
You should expect a few more shrewd business moves; Manchester City’s documentary is one of them to help garner their appeal. PSG have done others by signing multiple marketable players and having rappers wear shirts and promote the club and the like.
I'm annoyed that Liverpool are making these moves; to think a few years ago they were SO close to liquidation, now it seems like they're making some steady progress by being patient.
While it's all well and good to have competition in the league, it's better to see them suffer (and not lessen Chelsea's chances!)
On a related note: Arsenal’s new kit deal suggests they have the third highest kit deal in the world at the moment, behind RM and Barcelona (PSG might overtake them). I understand we signed a very lucrative deal with nike but I’m not sure if it adjusts for inflation or other clubs getting better deals