criteria fans use to set their expectations. Fans cannot set goals for the team. Set your own expectations but don't expect that any other fan necessarily shares your exact expectations. And don't criticize fans who recognize that a coach can set his own goal for the program - independent of the team's current goals.

BTW, I'm not necessarily saying you're doing ANY of these things, just there are some who fail to recognize the difference between fans' expectations, a team's goal for the current season, and a coach's long-term goals/direction for a program in addition to and beyond any goals he's set with his current team.