If Bill wants Shula's record (and the "experts" in the media are equally divided as to which record is more important), then there is certainly alignment between his goals, Kraft's goals, and what the fans want to see: winning. Draft cupboard was very bare when Brady left, so it was known to everyone that it was going to take time to rebuild.
Losing out on Hopkins was disappointing, but not entirely unexpected for all the reasons mentioned in this thread. At the same time, I wouldn't expect Bill to start issuing drastic overpays for a 31 y/o receiver, nor would we want him to do so. And the cash spend budget comes from the Krafts, so even Bill has constraints he has to work with.