On the day, the average number of Newcastle United replica shirts in the city increases from 14 to 16 per head following the appointment of Kevin Keegan we try to get inside the mind of Mike Ashley.
The appointment of Keegan is a perfectly logical one by Ashley in as much as the Magpies have not won anything for 39 years but Keegan came closer than the rest.
Now after two dour Scots, an uptight Northerner, a crazy Dutchman, a loveable former England manager and a bloke with an oblong face, Keegan has returned to Tyneside 11 years after walking out on "home".
The fact is that Keegan had immediate success at all three of his clubs - Manchester City, Fulham and Newcastle - despite not being able to coach a defence out of a paper bag or whatever mixed metaphor you wish to use.
Ashley thinks that Keegan - chief motivator, gung-ho attacking coach, local legend - can bring the good times back to the club.
The six managers at St James' Park have all spent plenty of money without getting close to matching that 1995/96 season when they came so close to the title.
So what does Keegan have at his disposal a decade on. Fully fit and fully motivated, quite a lot.
For Beardsley-Ferdinand, read Owen-Viduka. For Gillespie-Ginola, read Milner-Duff. For Asprilla (minus obviously mentally unhinged nature), read Martins. There is certainly attacking potential.
For Rob Lee, read the guile of Emre. For the engine of Lee Clark, take your pick from Nicky Butt or Joey Barton (if he's not at Her Majesty's Pleasure).
For full-backs who can't defend simply replace Warren Barton and John Beresford with Geremi and Charles N'Zogbia.
Shay Given is certainly an upgrade on Pavel Srnicek and no-one ever labelled Darren Peacock as the "new Bobby Moore". If Keegan can find two centre-halves who know where to stand, he could be in business.
Ashley, you sir could be a genius.
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And then Ashley wakes up in a cold sweat!
Howard Kendall and Everton, Graham Taylor and Aston Villa, Mike Walker and Norwich, Don Johnson and Melanie Griffith, Robert Wagner and Natalie Wood, Eminem and Kim the list of flop returns is endless.
It's never quite the same second time around!
Ashley puts down his bottle of Newcy Brown for a soothing read - but it's Richard Burton's autobiography!
Elizabeth Taylor divorced Burton in 1974 after ten years of marriage, only to remarry him in 1975 and divorce him, permanently, in 1976.
Leaving the Welsh actor thinking to himself was it really worth the hassle.
Kendall won two League titles, a FA Cup and the European Cup Winners' Cup first time around but returned on two occasions and just about kept the Toffees up in his last game in charge.
Taylor got the England job on the back of guiding Villa to second in 1990 but they only escaped the drop by three points on his comeback in 2003 after deciding that Marcus Allback was the future.
Walker took the Canaries to third in the Premier League in 1993, and a UEFA Cup victory at Bayern Munich followed the season after but couldn't muster even a top-half finish in the Championship three years later.
And for Wagner he starred in The Hunters first time around and then returned with Hart to Hart - Keegan has a track record of walking if things don't work out, he could be on the seventh tee at La Manga before you could say way eh man.
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Whatever happens at least the BBC now have 18 managers who speak to them. And if Keegan takes Alan Shearer (plus Garth Crooks and Carlton Palmer) into his backroom staff, it will be hardly worth avoiding the bloke wielding the cooking oil wanting you to pay your license fee any longer.
Here's our ten favourite Keegan-isms.
- "He brings it down with his chest. And what a chest it is. It's the kind of chest you'd lock gold in and take overseas."
- "Shaun Wright-Phillips has got a big heart. It's as big as him, which isn't very big, but it's bigger."
- "Despite his white boots, he has real pace."
- "In some ways, cramp is worse than having a broken leg."
- "The 33 or 34-year-olds will be 36 or 37 by the time the next World Cup comes around, if they're not careful."
- "They're the second best team in the world, and there's no higher praise than that."
- "Goalkeepers aren't born today until they're in their late twenties or thirties."
- "You can't play with a one armed goalkeeper... not at this level."
- "You can't do better than go away from home and get a draw."
- "I'd love to be a mole on the wall in the dressing room."
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QUOTE OF THE DAY: Frank Gilmore, chairman of the Independent Newcastle United Supporters Club, said: "The football we played under Keegan was breathtaking, and no manager since has been able to live up to it. If he brings in Shearer it will be the icing on the cake."
NORTHERN VIEW: "Kevin Keegan returned to Newcastle United, sparking scenes of mass jubilation among long-suffering Magpies fans" - the Northern Echo nail their colours to the mast.
COMING UP: It is Constitution Day in the Philippines today but on Eurosport Yahoo! it's Kevin Keegan day. Vote in the poll, have your say on the message board and check out what our resident pundit Paul Parker has to say on the appointment, generally knock yourself out on KK.