People don't like being treated like idiots or commodities.
Ex-footballer turned ESPN commentator Gary Neville has a voice and he used it to deliver an impassioned lambasting of the ESL scheme.
Like football, advertising is a big-numbers name.
A whopping 47% - or 763 million - of internet users globally are using their voice through ad-blockers, which cost the publishing industry an estimated $78 billion in 2020.
Neville's outrage was about a lot more than a rewards-without-risk spat between millionaires and billionaires.
In essence, it was about fair play, seeing off bullying tactics, community, and defending that really, really important thing called... erm... begins with a 'd'....
You know what I mean, right?
It'll come back to me.