Here& #39;s the thing about LFC. Businesses will do what is best for them - other than your custom, you have little power. Where LFC has failed is using exceptionalism as a marketing strategy. "This means more" only works if you act it. What you& #39;re angry about is inauthentic marketing

I don& #39;t know the sums of LFC& #39;s books, maybe they& #39;re rich on paper which doesn& #39;t translate to wages. But if you& #39;re going to market yourself as leading fans who never walk alone and being a family then you have to behave like it. Because all you get in football is heart

Liverpool are not going to ask me to do their PR, cos fuck me Klopp would take a restraining order by lunchtime on day 1, but if I did I& #39;d tell them to be damn transparent and open the books. A visit to Homebaked is not going to fix this

You& #39;re pissed off cos you feel like you& #39;ve been manipulated, sold a sop and other fans are laughing at you. You& #39;re livid you& #39;ve spent money and heart. Any way to win you back, like begging on the doorstep to be let back in, needs honesty