It has been a torrid time for Newcastle United fans of late, watching on as almost all of their rivals strengthen - in some cases quite considerably - ahead of the return of the Premier League this weekend.
Prior to what was already expected to be a difficult summer for the Toon and Rafa Benitez, owner Mike Ashley insisted that he would reinvest "every last penny" the club generated back into the Tynesiders in the hope of escaping another relegation fight this time around.
As it was, however, during the recently concluded transfer window the north east outfit outspent only Crystal Palace, who snapped up some impressive players on free transfers and loans, and Tottenham Hotspur - who did not see one player join the club over the summer.
There could have been an argument made that the business tycoon had stuck to his word had their net spend not been -28.7m - substantially lower than any other club in England's top flight.
Mike Ashley in May ️ "I have promised Rafa every last penny the club generates."— William Hill (@WilliamHill) August 10, 2018
Newcastle made a £28m profit this transfer window.
No other Premier League club made more. #NUFC pic.twitter.com/DMYk6WJS2D
And to make matters worse, amid recent reports Ashley's profits with Sports Direct had recently taken a dip, on Friday, the Londoner was able to complete the purchase of struggling retailer House of Fraser for £90m - a fee higher than the transfer funds he has provided for Newcastle in the past three years.
Understandably, this has caused quite a sizeable amount of unrest within the Geordies and wider football community, and they took to Twitter to vent their frustrations.
Here are some of the best tweets.
Lack of #NUFC spending perhaps explained by Mike Ashley concentrating on buying House of Fraser this morning. It went into admin at 8am and he buys it at 10:15. Shows he can act fast on the markets if he wants— PriceOfFootball (@KieranMaguire) August 10, 2018
If you don't think the timing of this house of Fraser deal isnt deliberately to get to the Newcastle fans then you don't know Mike Ashley— Hollie Taylor (@Geordie_Hollie7) August 10, 2018
Mike Ashley buying a crumbling high street retailer for 90mil amidst protests about where our 100mil in TV money that was PROMISED to Rafa has gone, the DAY after the transfer window closes, says it all.— stink bomb feminist (@AR_9395) August 10, 2018
Anyone who says Geordies are ungrateful or deluded can shut their gobs.
Massive fan of Mike Ashley spending £90m on House of Fraser instead of new players at Newcastle. Nice V sign to Rafa in the process.— Jamie (@JCollettCFC) August 10, 2018
Newcastle’s transfer window under Mike Ashley:— Iain Weir (@IainWeir1988) August 10, 2018
Fabian Schar: £4m
Fredrico Fernandez: £6.7m
Yoshinori Muto: £10.7m
House of Fraser: £90m #NUFC
Mike Ashley has bought House of Fraser for £90m. The department store will go straight into Rafa Benítez's Newcastle squad for tomorrows game against Spurs.— Paddy Power (@paddypower) August 10, 2018
I bet when Rafa Benitez made a list of his needs for Mike Ashley to spend money on he didn't put a failing chain of department stores on it.— Graham Brack (@GrahamBrack) August 10, 2018