I think its mostly with players personal need to get affiliated with Spanish clubs. But, La liga is at most three horse race while premier league is more unpredictable. Departure of Neymar and Morata is change of tide in other direction.
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Barcelona and Madrid are two massive clubs and you can pretty much guarantee success playing for them. It's not the Premier League, but La Liga is a great league, but those two clubs are just too good for everyone else, Atletico included.