Twelve of football's biggest clubs have announced their intention to form a European Super League. The plans, outlined on Sunday, will see these teams placed in a league that (theoretically) matches Europe's best against each other.
These twelve teams will be permanent fixtures in the Super League; centring themselves in the middle of a money-spinning machine that consolidates their own wealth whilst weakening smaller clubs. And who does this alienate the most? The local fans, who can only watch as decades worth of history, memory and identity become meaningless.
However, the announcement has not only confirmed Football's brutal elitism, but exposed it's rotten core. Every voice of authority, whether they represent the media, UEFA or the ESL, is preoccupied by their own profit margins.
For example, look at Gary Neville's impassioned, viral, speech on the issue. His words were stripped of their poignancy by the red and blue 'Sky Sports' microphone he spoke in to.
Sky has priced fans out of the game since they invested into the Premier League: Thanks to Murdoch's media giants, tickets are now more expensive, clubs more removed from their communities and players more commercialised. Neville's words were authentic but Sky do not care about that. They just saw his outburst as an opportunity to protect their own shiny product, the Premier League.
And the same goes for the sport's governing bodies. Take UEFA, the European football association. Their lacklustre action surrounding Financial Fair Play - which gave rich teams an unassailable advantage whilst screwing those that had followed the rules - reeked of cowardice. This is stark contrast to their hard-line, moral, response to the ESL statement of intent. Why? Because now, with their power threatened, they are trying to save themselves.
The European Super League is the epitome of a footballing greed that manifests itself all over of the sport. Every owner, sponsor and media outlet has contributed to this murky interpretation of our game. The fans are secondary, have been secondary and will continue to be secondary to profit, in the eyes of the business-men that line their pockets with football's unrivalled emotion. The coming weeks will involve more back-stabbing, politics and greed than ever. But, as a fan, no-matter what they tell you on the contrary, it is important to remember that none of these entities care about football. And they have not done so for a long time.
And thus, the threat of a European Super League has revealed football's Hydra; a venomous, multi-headed, beast intent on destruction and powered by unsustainable growth. Unfortunately, it may take more than a Herculean effort to save the Beautiful Game.