Mikel Arteta's 'project' at Arsenal has divided opinion, even induced ridicule, after some of his training methods and pre-match preparations were revealed in the recent Amazon Prime documentary.
Blasting You'll Never Walk Alone across the training ground ahead of a trip to Liverpool and holding hands in the dressing room to feel the energy of team-mates became lightning rods for frustrated fans, disappointed that Arsenal had blown their chance of Champions League qualification, last season.
But the method in the madness is there for all to see now.
Arsenal were turned over at Brentford on the opening day of last season.