A decade ago this very week an unfortunate workman was sent outside of St James' Park, crowbar in hand, and ordered to take down the famous lettering of Newcastle United's stadium.
Then owner Mike Ashley had announced three months prior plans to rename the stadium in order to bring in revenue - this wasn't welcomed by the fans and nor was renaming the stadium The Sports Direct Arena in order to showcase his pitch.
Yet the anger rose to unprecedented levels after letter by letter, St James' Park fell from the wall on to Barrack Road.