The Leeds chairman has suffered another shift in attitude.
Indeed, Cellino last week promised to sell United to a fan group but this week reneged on that promise.
Now, the Italian has called on Leeds fans to respect him - a rather provocative message under the circumstances (in fact, anyone demanding respect in any scenario is provocative) - and challenged them to buy Leeds off him if they feel they can do better.
The Italian is quoted as saying by the YEP: "They have to respect me, I demand it. I have worked hard and saved Leeds United from the brink.
"If they want the club and think they can do better than me, the club is available to them."
After Cellino declared that he wanted to sell Leeds United (a week ago), former defender Dominic Matteo warned fans to let the dust settle before, in not so many words, believing the Italian.
And the warning has essentially proven correct. The Leeds owner may still end up selling the club but, just a week later, it's looking doubtful once again.
The most interesting thing is that Cellino's tone seems to have massively changed simply because United have won a game once more. Now, far from the broken man he appeared to be last week, he is once more 'demanding' respect.
There are those Leeds fans who support him, though, and they will likely welcome this stance.