That was the reason behind Kevin Nolan and Joey Barton flying the roost.
Ashley insisted: "When players get into their 30's there is no sell-on value, and we don't get a return on the money we have spent".
But he broke his own rule by giving Jonas Gutierrez a new contract this week ... keeping him at Newcastle until he is 32.
Is the Toon owner mellowing, or did Jonas force his hand because he suggested "I love it at Newcastle, but if a big club came in for me I would have to listen to the offer".
However, getting Jonas to sign a new deal means Ashley can demand more money ... should that "big club" make a move.
But what about club skipper Fabricio Coloccini?
He wants to join his fellow countryman Jonas Gutierrez and commit his peak years to Newcastle United.
The Argentine winger is ready to sit round the table and discuss a new contract at St James’ Park ... BUT ... he will be 30 in January.
And suddenly the pressure is on Ashley. Will he break his own rules to keep the skipper at the club?
Colo has two years left of his existing deal and is understood to be the club’s top earner on around £90,000 per week.
Jonas Gutierrez: “Colo and I love life at Newcastle and want to spend our best years here.
“Since Newcastle returned to the Premier League, Colo has been in great form.
“This wasn’t a surprise for me because I played against him many times in La Liga when he was at Depor and I was at Real Mallorca.
“He is a very important player for us. He is doing really well as captain and he has a big experience of playing in first-class matches.
“Colo is a really good guy, and I think all of the players like him.
“They speak highly of him and he can tell them about all of the experience he has.”