There's a very good reason Newcastle United owner Mike Ashley is referred to as 'Cashley' by Magpie supporters. It's because he likes money, lots of it, even fact, and is happy to jeopardise the club he's presided over for generation to save cash.
Southampton, an established Premier League club for some time, now were bought out for around £200 million. Ashley sees Newcastle - who, despite their prestige, are a club who were in the Championship just the season before last - as worth at least £400 m.
It's clear Ashley has no ambition to move Newcastle forward, so it's strange why he doesn't just sell. Even still, he remains, and so does Rafa Benitez, whose record with the Magpies stands at finishing top with in the second tier and then tenth in the Premier League the season after. It's a wonder what he could have done if money was spent.
This transfer window for Newcastle was even worse this time around. The squad is strengthened, but you can't help but feel that a little more could've been added given Newcastle have come away with a net profit of just under £30 m, their TV rights money - from the past two seasons - not included.
But it's past now. Newcastle have got what they've got.
Ashley, almost like he's twisting the knife in, has now bought struggling retail House of Fraser.
And Alan Shearer has taken to social media to take a pop at the businessman.
The reaction has been great.
Where do you think Newcastle will finish in the league next season? Let us know your thoughts in the comments section.