Pity all those poor disinterested young people no longer excited by football because there are not enough dead-rubber Arsenal vs Inter Milan games on television - they will struggle to get over the death of the European Super League.
Or maybe instead, direct your sympathies towards Florentino Perez and Andrea Agnelli, the Real Madrid and Juventus presidents, who invented this fantasy demographic to justify their outrageous money grab.
Perez had planned his media appearances well after the ESL showed their hand on Sunday. There were to be consecutive spots on popular late-night television and radio programmes.