In his business dealings Newcastle owner Mike Ashley is no doubt as ruthless as most multi-millionaires. After a few months immersed in the madness that is north-east football he is sufficiently drunk on sentiment to give in to the clamour for the easy option and appoint Kevin Keegan. (This after a week spent unsuccessfully pursuing three other options, which he presumably thought were better bets.)
The appointment may or may not work but it is definitely not a rational act. It's the desperate, desperate desire to be loved. It's the cornered teacher giving in to the difficult class by buying them all an ice cream. It's Pontius Pilate giving the crowd Barrabas. It's pathetic.
And when in due course things don't go according to plan and he has to issue a statement calling on the fans' patience, I hope somebody points out to him that it was one his own employees who headlined the press release "Geordie Messiah to return".
Fans en masse are children. It is the job of owners to tell them what they can and can not have, not give in to their most shrill demand.