David Sullivan's unequivocal statement about the future of Scott Parker was exactly what West Ham supporters wanted to hear.The club chairman and co-owner couldn't have been any clearer when he insisted the midfielder will not leave Upton Park at any price and won additional nods of approval for sticking the knife into Tottenham following the north London club's £7 million approach for the player.
Yet while Sullivan's strident words play well to the gallery, they will be received with less enthusiasm by the player.
Three months short of his 30th birthday, Parker may well be watching his last chance of Champions League action drift away from him.
We have yet to discover what Parker thinks of Tottenham's interest although The Guardian reports he is unhappy at being denied even the opportunity to review his own future.
If that is the case, then Sullivan and manager Avram Grant face the delicate task of retaining the commitment of a player whose thoughts may be drifting elsewhere.
And, while Sullivan certainly talked tough, he may also have talked himself into a cul-de-sac if Parker doesn't meekly accept that he is going nowhere.
Speaking to the West Ham website whufc.com, Sullivan said: "I made a promise that I would not sell Scott and I will not, for any amount of money, break that promise to the West Ham supporters.
"Scott is not for sale at any price, to anyone. West Ham supporters, for far too long, have had owners that sell their best players and promise one thing and do another.
"This is a new era. We are building a bigger, better West Ham and when we make a promise, we honour it."
Fine words, but can Sullivan actually deliver on that promise.
The Parker he wants to keep at Upton Park is the Parker who performed magnificently in a struggling team last season and was the inspiration behind the club's successful fight to avoid relegation.
Having vowed to make such struggles a thing of the past, Sullivan and co-owner David Gold understandably want to retain the player. However, while the new owners can promise change, they cannot realistically promise imminent success. And, when a player enters the latter stages of his career, it is understandable if their loyalty and commitment is compromised when they receive the offer of greater glories elsewhere.
That is when players need to be handled well. A good manager or chairman uses his wit and powers of persuasion to help convince the player to stay because, contract or no contract, few individuals respond well when they are told what to do.
Martin O'Neill managed it with Gareth Barry for one season at Aston Villa when the midfielder was initially targeted by Liverpool, as did Sir Alex Ferguson when Cristiano Ronaldo first appeared destined to leave Manchester United three years before he eventually left for Real Madrid. Arsene Wenger, meanwhile, is fighting his annual battle for Cesc Fabregas's affections and once again appears likely to succeed.
The alternative is less attractive and, if the Parker situation isn't handled correctly, Sullivan could conceivably face the unwanted choice of holding onto a disenchanted player or being forced to backtrack and sell the midfielder.
Despite the chairman's words, every player does have his price - even Ronaldo - and there is even a risk of Parker's value falling if his relationship with West Ham deteriorates.
With Tottenham reported to be considering increasing their offer, the problem is not likely to go away. And, if they are to achieve their desired outcome, Sullivan, Gold and Grant must demonstrate to Parker that the promised "bigger, better West Ham" is more than just a pipedream.
