David Sullivan has cried wolf so many times that perhaps, once he has finally rid himself of Birmingham City, he should try to buy Wolverhampton Wanderers.
Yesterday, sitting in his plush Essex home, he was confirming yet again that, yes, he does want to sell his controlling interest in Birmingham and that, yes, he still dreams of owning West Ham United.
But, of course, as is always the case where Sullivan is concerned, there is a paradox. Birmingham will not attract a buyer until it is an attractive proposition and it will not be an attractive proposition while he remains at war with certain sections of the club's supporters.
Birmingham's value diminishes every time Sullivan opens his mouth.
Officially, the club is not for sale. If it was, Sullivan would have been obliged to make a statement to the London Stock Exchange, not to a group of selected journalists.
Essentially, Sullivan's stake in the club has been up for sale since February 2002 and he is ostensibly no closer to finding a buyer than he was then.
At a time when it is fashionable to buy and sell football clubs, Sullivan seems to be stuck with Birmingham and, worse still, bored of it.
Just because he turns up to every home match looking like he is trying to win a fancy-dress party, that does not mean he is having fun.
It bothers him that few people sit on his wavelength. It bothers him that not enough supporters turn up to sit on the St Andrew's seats. It bothers him that he has to sit and watch Coca-Cola Championship football when, in his own mind, he owns a Premiership club.
On the face of it, Sullivan and Birmingham have long been strange bedfellows. They needed each other in the early Nineties, when the club was self-destructing and he was looking to diversify. He brought style and panache to St Andrew's. He brought Karren Brady. He forged an unlikely yet brilliant alliance with the Gold brothers.
Sullivan's problem was that, while he played a significant part in turning the shambles of 1993 into the Premiership club of 2001, he did not have the diplomatic skills to win over cynical section of the Birmingham supporters.
Sullivan should have learned early on that, even if the fans drive you mad, you do not criticise them, for it is they who run the game.
Even as recently as last Sunday, when Blues played Stoke in a wretched Coca-Cola Championship match, Sullivan was up to his old tricks.
Writing in the official programme, he questioned whether some of the supporters, the ones who do not always turn up, deserved promotion.
It was a familiar Sullivan theme. His mistake was that there was little to be gained by making such comments, but a lot to lose. He aroused the ire of fans all over Birmingham. Few seemed to agree with him.
For sure, a man who owns about 38 per cent of the club has every right to express his view. After all, he put his money where his mouth in the days when St Andrew's was an unimpressive place.
He deserves praise for that. But he never realised that, just as Birmingham has moved on, so the desires and aspirations of the supporters have changed.
There are now expectations among supporters and, for now, even third place in the Championship table is not enough to assuage them.
It only takes a quick look around St Andrew's to realise that division lurks behind every door, inside every cupboard and filing cabinet.
Steve Bruce, the manager, does not look happy. Sullivan rarely looks happy. The players feel the negativity. The supporters feel frustration. And yet again there is an affirmation from Sullivan that he wants to cash in on his Birmingham shares and find something that, in his view, is more conducive to salubrious living.
He is a good guy, a brilliant businessman, and a unique character. He has talents that few men could dream of boasting and he is expert at managing risk.
The problem is that he is not the right man for Birmingham City and has not been since the turn of the century.
"I am worn out by the attitude of a lot of our supporters," Sullivan said. "I know what they say about me. I am fed up with them slaughtering me for putting money into this club.
"It is like throwing money down a black hole."
These were not Sullivan's comments of yesterday. These words were from 2001.
* What do you think of David Sullivan's latest outburst? Tell us at the messageboard.