Anything more than 3 losses should be unacceptable given the division we play in. Period. You folks act like the BIG West is the SEC or something.
You're spot on in that the West is weak and winnable year in and year out. Since the east/west realignment, Iowa has been competitive for the division entering November in all 3 seasons.
The mistake you're making is thinking people's expectations are what they want and/or are happy with. Iowa invests an incredible amount of money into their program, largely because their fan base is amazing.
I've told this story here before but it's worth repeating. In the 1999 season finale, Iowa hosted Minnesota with a record of 1-9(0-7). Paid attendance that day was 55,000 including me. Just think about how crazy that is. The lowest point of Iowa's football in my lifetime. A 1 win team coming off a season in which they won only 3 games, with several horrific beat downs over that period and more to come the following season and 55,000 people paid to watch it. That's insane.
Now with all that money they invested in the program, should they be better? Absolutely. They've finished the season ranked once in the last 6 years. Should people be happy with 4 and 5 loss seasons? No, like you said the division is weak and will be for the foreseeable future. But facts are facts. They don't have experienced talent at the QB & WR positions which in today's college football are the two most important position groups.
Look no further than 2008. That OL was better than the current group. So was the DL. In fact all 11 defense starters and a few reserves were on an NFL roster at some point. 2nd best RB of the Fry/KF era and 2 TEs that made the NFL. They lost 4 games. Why? Inconsistent play at QB & WR with little experienced talent.
I don't like it anymore than you do. Thinking about 2008 and its potential still pisses me off but the fact is, this program needs a QB and WRs to do legit damage and realize high potential. They simply don't have that currently.