The Magpies released a lengthy statement on Sunday making it clear to supporters that there would be no new investment in the squad this summer.
It came as a shock to the fans ... but what about Chris Hughton ... because on Saturday he was telling us he was already putting together a transfer list!
This must be a major bomb-shell to the Toon boss, who obviously is not in close dialogue with Ashley, judging from last weekend.
We had a boss telling us he looking forward to the transfer window - and an owner saying "He's getting NOWT!".
Mark Jensen, editor of fanzine The Mag and a prominent member of the Newcastle United Supporters' Trust, says a lack of ambition could prove fatal.
Ex-Liverpool supporter Jensen was at the front of the attempted buy-out of the club (by the supporters) back in December.
We all applauded the effort, but not many fans believed it would see the light of day.
As it happens, they couldn't raise the £100m for the buy-out, so they sure as hell would not have had any funds to buy players!
Jensen: "My take on it, regardless of this statement, is Newcastle United should be aiming for every place in the Premier League from ninth downwards because I don't think there's a great amount of difference between those clubs from probably fourth-bottom upwards.
"I don't expect to finish ninth, but I think you should be aiming for that and if you end up just staying up, I wouldn't be crying into my beer then.
"But if you are aiming to be fourth-bottom, it doesn't leave you any margin for error.
"They are talking about breaking even in five years' time, but presumably that is dependent on still being in the Premier League.
"If the club is relegated, surely all that goes out of the window?
"It's disappointing, to say the least.
"We have always said the club does need to have a long-term plan. They have now come up with a long-term plan, but it doesn't really seem to reflect what I would think would take Newcastle forward in the next five years.
"We don't expect to be going for Fernando Torres and Steven Gerrard, but between those Galacticos and players who aren't good enough for the Premier League, there are an awful lot of players who realistically I would hope Newcastle would be able to go out and at least match their wages.
"You have got to pay the going rate - that goes for transfer fees and wages.
"It's not a case of just spending money on anybody, but it's clear to me that the club needs a minimum of four players who would be able to go straight into the first team just to take the club forward and make sure we are not in a relegation battle."