The West Ham co-owner has entered the world of memes.
David Gold's use of pictures on Twitter has by now become infamous. Indeed, when welcoming summer signing Pedro Obiang to West Ham United, Gold inadvertently posted a picture of Angelo Ogbonna.
He used the right image when actually welcoming Ogbonna, who later signed for the Hammers, and has now entered the world of memes. Gold's latest post is one jokingly comparing Dimitri Payet to Lionel Messi. And, while plenty of West Ham fans responded with a cringe or two, why not?
Payet has been superb since joining West Ham and, ultimately, it is as much a reflection of a correct decision from the Hammers owners as anything else.
Davids Gold and Sullivan have made plenty of mistakes since taking over the east London club - and so has anyone else in the world who is currently in a job (or who own a club or a company). But there have been many things they've both done right.
Payet is the biggest example. As good as Messi? Maybe not - but as important to West Ham as Messi is to Barcelona... again, why not?