In recent years, when Newcastle have broken their transfer record, excitement has eventually given way to denial, anger, bargaining, depression and acceptance.
On top of that, Newcastle United fans have had long, long waits between the spending record being broken, which has only added to the disappointment.
But go back a little further, and there was a purple patch when the record was broken frequently, and the rate of getting it right was pretty good. These are the 10 most recent times it was broken, up to today at least:
