That's the thing with bloodsuckers who live on the energy of others. Get that share price heading the opposite way and he'll detach himself instinctively. As soon as his accountants give him the alert he'll be on that laptop flogging to the highest bidder. You don't remove this sort of parasite by chucking stuff at it or calling it bad names, you communicate with it in the only language it understands - asset value. Think of it as a rich man's Betfair. You have to send him a powerful enough signal to make him hit that cash out button. And at the same time let Jabba know in no uncertain terms he'll get the same treatment.
So no shirts, no programmes, no mini-kits at £99, nothing. It only takes a few percentage points shift to make big differences to margins.