Inclined to agree about Real Madrid and Barcelona but gotta say, players who some times just join them are as idiotic as those clubs.
As for competing with others, not sure if our chances are as good as anyone else. Take the Haaland situation for example. How many people are actually confident that we can sign him if we have to compete with others (e.g. next summer)? You have people declaring it's now or never with him, even though he will cost less next year. Clubs like City and United can match our spending power if they want to and in cases like City, they even have the manager to pull players their way. On top of that, even though we have been successful under Roman, our instability, constant chopping and changing can probably be a turn off for some. Van Dijk, for example, preferred to go to Liverpool because of Klopp and the stability of their club, even though we never really submitted a bid for him.
Lampard played his part but so did the pandemic.
In Havertz's case, there were clubs that wanted him but none could afford him last year but us. Bayern Munich, for example, were hoping for Havertz to stay another season at Leverkusen so that they could get him this summer but he didn't and their hopes went out of the window. As for Werner, Liverpool pulling out of the deal might have also played its part. I know they still ended up buying Jota but they were able to arrange to pay his transfer fee in installments compared to Werner's because he had a release clause and Leipzig wanted the 50 million paid immediately, which of course was no problem for us.
In the end, I guess both did not regret their decision considering what we won last month. In fact, one of them even said it loud and clear earlier this week.