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.
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There was even a fake funeral put on by some fans to highlight what they felt was the mourning of the club.
The lettering remained off the wall for eight months until then sponsors Wonga, in what proved to be a shrewd move, bought up the naming rights and returned to the stadium to its rightful title.
But as with a lot of what Ashley did at United - renaming the stadium was ill-advised and tearing the lettering down in such a manner - was disrespectful to the tradition of the club he was supposedly a custodian of.
Fast forward 10 years, Ashley has gone and United are now owned by a group intent on returning the club back to the top of the Premier League table.
Amanda Staveley, Mehrdad Ghodoussi, Jamie Reuben and those at The Public Investment Fund are still finding their feet but in just a few short months they've done more to enhance the relationship between the supporters and the club than Ashley ever did.
From welcoming back club legends like Warren Barton or Micky Quinn, stepping up plans to move Alan Shearer's statue onto club land or simply tidying up the stadium - the group have fully understood the impact a positive fanbase can have.
In the previous two sold-out home games, the fans have full-backed their team, as they have done the whole season, but in recent weeks St James' Park finally feels back to the fierce place it once was under Kevin Keegan or Sir Bobby Robson.
Alex Hurst of Newcastle fanzine True Faith tweeted after the win over Aston Villa: "No better place to watch football in England right now than St James’ Park for atmosphere
"Don’t think there’s a more popular set of owners, coaching staff or players in England right now than at Newcastle United."
And it's hard to argue against that statement - every tackle is cheered, every pass applauded and that's largely down to the owners tapping into the fanbase.
Yes, they've splashed the cash in the transfer market, appointed a manager that is well-liked but any group can do that, and not always successfully.
It's away from the football that they've really left the mark and repaired the damage left by the previous owner - they've shown the love and care toward the club that the supporters only wanted to see from Ashley.
Many have remarked how it still leaves them baffled that Ashley failed to make the most of such a fiercely loyal set of supporters - who travel home and away, come rain or shine and always back their club.
The new owners are doing just that.
From posts on social media, taking down the Sports Direct signs, the full backing of the woman's side, turning up to charity events, cleaning the windows and reaching out to fan groups like Wor Flags.
Fans now feel part of the club - they now feel there are owners with a plan and desire to do more than just survive in the Premier League and they want to take supporters along with them for the journey, but more than that, they're a group who seemingly understand the history and tradition of the club and respect it.
A decade ago, Ashley showed a complete lack of understanding about what means the most to the club, and that continued for a further nine years - but in just four months, the new ownership have shown they get it and are now reaping the benefits of a truly united Newcastle.
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