In a knee-jerk reaction to seeing Newcastle United change its St James' Park name to something too-stupid to put in print, Ron Gourlay has decided to follow suit.
But this being Chelsea, things are never quite that simple.
In an attempt to offset the furore heaped on the Geordie club by it's supporters, Gourlay had decided to put the idea into the public arena and then gauge the resultant fallout - if any.If the club goes down this route it would suggest that they have finally decided to ditch the idea of moving from Stamford Bridge.
Gourlay talks of revenue streams and keeping ahead of the Arsenals and now presuamably Newcastle Uniteds of this world.Gourlay was given the chief executive job after underfire Peter Kenyon decided to resign.
What do you think of selling the club's heritage to the hightest bidder?