Mike Ashley doesn't normally do interviews.
But in light of talk about takeovers, Kevin Keegan, transfers and exactly where Newcastle United are going and what he is trying to do, the dam eventually burst as far as the Toon tycoon is concerned.
Ashley - who has reiterated that he IS NOT selling the club - talks about winning things with United in his first real interview with club's official magazine and says: "If you own Newcastle United, the one thing you want to do is win something.
"Kevin wants to and so do I."
And while that may sound great in theory, the need for a big signing could be about to come in the shape of Fabricio Coloccini.
United need to a top class experienced defender and the fans have asked Ashley to put his money where his mouth is, it looks like he has with the Deportivo la Coruna ace.
Ashley has said he won't be stupid with money and so far the signings of the summer have been sensible and encouraging.
Too often United got burnt with expensive buys like Albert Luque, Patrick Kluivert, Marcelino and Christian Bassedas.
Nobody wants expectations to be raised to be followed by a non-delivery of success, which has happened too many times.
And while it may be early days two goals and a handful of battling performances from Danny Guthrie are perhaps a taster to come of part of Newcastle's future transfer policy.
Ashley has invested £250m in the club so far and while stories keep on coming out of possible sales to investors from far flung places the tycoon dismisses rumours saying the club gets approaches every month but insists it doesn't mean he is selling up.
European nights are also a feature of Ashley's interview and the need to get them back to St James's Park and compete on the big stage.
Reassuringly there is also a word for Kevin Keegan and that he will be backed by his board "If the deal is right."
All in all it puts unsettling speculation to bed and with three weeks left of the transfer window, who knows who will follow Coloccini.
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