Gross negligence imo.
Whatever happens, plenty of heads should roll in the summer. So many people have failed at their jobs throughout the club. (Maybe not the commercial people though, we got ourselves on a TV ad after all. )
This has so many similar traits to the Lowe regime that it’s scary. All too worried about non-football matters and the brand, and given that it’s a football club they’re managing, that’s a bit dumb.