West Ham show NUFC the way when it comes to communication
Newcastle United would have folded like a pack of cards last season without its loyal supporters.
That's a fact.
The players and Chris Hughton and his staff played a huge part but when you have fans like the Toon Army who got behind those players from the very start in the Championship, it was only going to snowball.
So when the feel-good factor was at a stage where Newcastle could take advantage of it, what do they go and do?
Release a statement that dampens that feel-good factor - even if it was supposed to be a honest and noble signal of intent.
West Ham may well be a smaller club than Newcastle and a club that are battling in the capital with a clutch of other big name sides.
But the statement they released today will certainly strike a chord with their fans.
Point 10 may is last on the list but it certainly gave me a lump in my throat when it read: "You who follow us every week, whether near or far, are the true owners".