The worst thing that UEFA ever did was opening up the CL to non-champions. That was when it jumped the shark.
As much as I hate them, if you look at it this season from the Bheggars' point of view. Yes, they've made it to the group stage, but in their heart of hearts they know they'll probably be destroyed in most of their matches and they'll be lucky to have any European football to speak of after Christmas.
If you rewind to the 90s however, when only champions got in, what a selling point that was for clubs from smaller countries like us. We could offer something that none except one English club, or one Spanish club, or one German club, or one Italian club could offer - CL football.
You can spend as much as you like, but if you were Arsenal or Liverpool or whoever and you can't get into the CL because Man Utd are winning the title each season, then coming to Rangers was a much more attractive prospect back then than it is now, when players can earn far more by plying their trade with the likes of Brighton and Huddersfield than they can by playing their football at Ibrox.
But, of course, UEFA and the big leagues don't care about this. They're having a party and if you come from the wrong country, you're not invited.