"We need to make Coors Light Park a fortress"
The above title of this blog entry are the words that are enough to send shivers down the spine with the latest outrage of Tyneside the bright idea to rename St James's Park - to even imagine a future Toon player uttering such words will make many physically sick.
You can see it in years to come perhaps a more experienced Haris Vuckic saying: "We need to make Coors Light Park a fortress."
It's been clear for months that Newcastle were struggling to find a buyer for the club and on the day that Chris Hughton was appointed as boss, it might have been an idea for the current board to let people get their heads around how things will pan out between now and the end of the season.
Renaming St James's Park is simply bad taste in the eyes of most Geordie fans - and many will feel that even the injection of silly money to do it will do nothing to make up for another piece of heritage being ripped away from the Tyneside streets.
On the back of Newcastle Broon being brewed in Tadcaster, this is another slap in the face for Toon fans.
Had Newcastle built a super stadium before they decided to rebuild St James's Park in the 1990s perhaps there would be no complaints when it came to naming a new building and cashing in the situation.
And there have been many stupid names for football grounds such as the Emirates, the Madjeski Stadium, The DW Stadium, Reebok, KC, the Walkers Stadum and the
Fitness First Stadium - the USA it's common place with Pizza Hut Park, Dick's Sporting Goods Park and Toyota Park all on the list of your average MLS fan.
Yet they are all brand new stadiums.
You just could not see big clubs like Barcelona, Man United, Real Madrid or AC Milan even contemplating changing the name of their current home.
Even little York City got stick for renaming Bootham Crescent to KitKat Crescent but that's a club that is on its knees financially.
Renaming St James's Park to Coors Light Park, Bwin Park or even the McDonalds Arena shows that Newcastle's top brass have again got it so seriously wrong.