Daniel Levy is not for turning as he makes another decision that justifies the belief Tottenham is a club made up of wannabes and amateurs.
Spurs have no plans to commission a statue of Jimmy Greaves, one that would give supporters a lasting memorial of their greatest ever star.
It's the club's policy, apparently and the growing demands from fans for a change of stance continue to fall on deaf ears.
So it seems like instead of getting to see Greaves cast in bronze, those who back the club through thick and thin have to put up with a continued attitude from those who call the shots that's set in stone.
How backward thinking and unimaginative is this? We all know Levy is hard-headed, but refusing to recognise the achievements of Greaves with a permanent reminder of his remarkable contribution to the club is taking stubbornness to a whole new level.
Given the pitiful levels of success Spurs have achieved in modern times, you'd have thought those in charge would be desperate for the chance to celebrate a glorious part of their past.
It's what the top clubs do and represents a show of class. Manchester United have statues of Sir Alex Ferguson and the 'Holy Trinity' of Sir Bobby Charlton, Denis Law and George Best outside Old Trafford.
Leeds have one of Billy Bremner. The same goes for Peter Osgood at Chelsea, while Manchester City have just erected statues of Vincent Kompany and David Silva close to the Etihad.
Statues teach future generations about history, remind people of icons of the past and symbolise the importance that particular person stood for during his or her life.
Should Tottenham Hotspur build a statue of Jimmy Greaves? Let us know your thoughts in the comments section below.
No one has ever scored more goals for Spurs than Greaves, who plundered 266 in 379 games. The record has stood for more than half a century after his retirement.
Six decades have now passed since Spurs last won the title and the London bridesmaids haven't won a trophy of any description since 2008, yet Levy and his directors seem to think that all the success Greaves achieved doesn't deserve permanent recognition.
It's disrespectful not to grant Greaves the honour of having a statue. But not even considering the prospect is downright shameful.
Greaves, who died this week aged 81, was the greatest striker England have ever produced and he belonged, in the main, to Spurs.
The club should be grateful he was one of their own and having a permanent memorial to the bloke is a decision even a halfwit would be able to make.
Yet Bill Nicholson had to win eight major trophies just to get a bust of himself put on display at the club, so what chance does Greaves have?
But Nicholson wouldn't have won at least three of these trophies had it not been for the genius of Greaves in the first place.
Sometimes the logic applied at Spurs is impossible to fathom. But this feels twisted in the extreme and makes them hard to like and respect.
Greaves will never be forgotten, of course, but why take the chance? In years to come people will be born Spurs fans and grow up never having heard of him. But a statue would leave those same people in no doubt as to his standing in footballing history.
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