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So hang on, the CEO of Manchester United agrees to sit down at the pub and engage with frustrated fans, they betray his trust and he's the problem?

To be fair, that angled, unfiltered, surreptitious footage of Richard Arnold opening up on United’s nightmare transfer strategy over the last nine years is probably better PR for the club than any of the sanitised delusion from Ed Woodward ever was. Fans couldn’t care less about commercial success when an average Spurs is making it into the Champions League ahead of them.

They couldn’t care less how many shirts are flying off the shelves when the likes of Darwin Nunez and Erling Haaland are signing for Liverpool and City respectively, rather than United. Right now the Reds are simply not an option for the biggest names in Europe - or even some of the highly-rated promising talents like Ajax defender Jurrien Timber.

Barcelona midfielder Frenkie de Jong, has made it clear that, despite the warmth of his relationship with new boss Erik Ten Hag, he doesn’t fancy it either. He is, he says, already at his “dream club”. Former United boss Louis van Gaal is also warning his other Dutch stars that they could be placing their World Cup prospects at risk if they sign for the club that sacked him in 2016.

Not because of any bad blood. More