Me head is mashed up in regards to the club being owned by one of the richest blokes around with his penny pinching persona replacing ambition.
A man that can speculate to accumulate and generally does willy nilly if it's to better his tat company. So why does he come across like he's a cherry picker in the Del Monte stakes at NUFC?
A bloke so ill equipped of sense that he's at the bottom of the rung in the case of football club ownership because basically from where im sitting, the supposed £260 million he's tied up in this football club just to advertise his brand on the big stage doesn't make sense both financially or logically.
It could have been done cheaper, so this leaves us with a question mark as to what dastardly deeds are going on unnoticed here?
No matter how a story is tarted up, both his and Alan Pardew's tenure here have been an utter shambles and one that we'd like to erase from the memory.
When they eventually depart, it won't be so easy.
A club that is rotten to the core is in need of a cleanse before a gradual rebuild.
The 3rd best supported club in England and regularly top 20 in Europe before Ashley came for turnover has seen it's stock lowered and club mouthpieces continually try to delete over 100 years of tradition by downplaying the size of us.
Instead trying to put us below the likes of Southampton, Cardiff and QPR.
The premier league gravy train allows owners to come in and hold the fans to ransom emotionally before then doing what they want in order to make themselves a quick profit or a hidden agenda.
We're the prime example.
The situation we find the squad in at present is an utter shambles and not in tandem with a man wanting the best for his £260 million investment. It doesn't add up.
We have had no permanent signing for nearly 18 months. No intention to better the squad.
Even when we were threatened with relegation, the only money spent was to be enough to safeguard our place in line for the prize fund handout the premier league gives. The increased TV deal making it like all Ashley's Christmases have come at once.
An increase of £30 million a year for standing still basically.
Only problem being that standing still eventually sees you left behind. In our case, way behind.
Clubs like Everton and Southampton have surpassed us with others ready to do the same next year.
We're down next year unless the club does something that hasn't happened in the nigh on 7 years that Ashley has run us from his Southern mobile phone or lounge of The Orange Tree pub.
That is invest and massively.
We're losing Loic Remy as he's not ours or ever will be. Luuk de Jong isn't ours either.
Shola Ameobi is out of contract but isn't good enough anyway.
Matheiu Debuchy will be sold back to France, probably PSG.
Hatem Ben Arfa will either go to Liverpool or France. Somewhere where he'll be told to get the ball and do his stuff without the patronising way he's singled out by an amatuer boss in Pardew.
Fabricio Coloccini will go home to Argentina.
Tim Krul has seen his stock fall this season and may seek pastures new.
Papiss Cisse has huffed and puffed but not been played to his strengths. He'll leave also and more will join. We're at a crossroads.
I still believe that a statement of honest intent by Ashley can turn his popularity around. It's not a case of Geordies being fickle but grasping the opportunity to be part of an ambitious club. A club that deserves to be run to it's potential.
Run in the right manner, The Newcastle United money seed can flower into a very profitable tree with many branches of gold.
It's just a pity that when Pardew spoke in his secret code about Geordies being thick and of lower class to provide players, the club employees hadn't the mentality to realise that the only ones to come out of this not looking to be very bright at all are looking back at them, every time they look in the mirror.
Aside from the intelligence, our stock is falling and wont be worth what it should be on the market. Even less so if a predicted spiral towards relegation bears fruit.
Then who'll be the clever one?