And when KK insisted back in May: "The best signing we could make this summer would be to tie Michael Owen down to a new contract, and the sooner the better."
That was five months ago and even though contract talks did start in August, Mike Ashley put them on the back burner "until after the transfer window", making it perfectly obvious he was trying to "shift" the star striker rather than offer him a Newcastle future.
Secretly, Owen was far from happy at Ashley's last hour attempt to sell him on the closing day of the transfer window, and Ashley is about to feel the backlash.
Because we hear rumours from St James' Park that Owen will see out what is left of his contract and in January negotiate with whoever wants him.
Meaning Ashley will not get a penny in transfer fees for the ex-Real Madrid striker who cost the club £17m.
Ashley insists Newcastle United "is a business", and I'm sure he has shot himself in the foot "business-wise", just as he did losing Kevin Keegan.
With Owen on his way ... expect other star names to follow.