Rangers fans deserve better
If the Rangers takeover doesn't materialise then Andrew Ellis won't be able to complain about the lack of publicity.
To buy the column inches and broadcast coverage he has enjoyed would have cost a fortune in any other business.
In football, though, an expression of interest in buying a club, especially one like Rangers, is a guarantee of vast and free coverage which does the profile no harm at all.
The game is littered with examples of businessmen who would be otherwise invisible, but who acquired sudden fame because of their interest, no matter how serious, in buying a football club.
If you're a Rangers fan how serious do you think Mr Ellis is?
With the stock exchange rules applying, information is at a premium; but it means that a huge amount of publicity is generated for individuals, without them receiving in-depth scrutiny.
Fans in this situation desperately hope for the best, and feel powerless as their club is treated like any other commodity by individuals who, in many cases, may be here today and gone tomorrow.
So far, Rangers fans have watched with mounting frustration as gossip and rumour have masqueraded as hard fact.
RFC, the company controlled by Mr Ellis, said in its statement this week that negotiations with Sir David Murray were at an "advanced stage".
"It is emphasised that this announcement does not amount to a firm intention to make an offer and there is no certainty that any offer will be forthcoming or as to the terms of such an offer," it read.
That looks as clear as mud to me. But what do you think Mr Ellis is up to?
While the indecision and uncertainty goes on, Walter Smith is trying to prepare a team for next season, and Rangers fans are panicking over what the future is for their club.
Rangers fans were once derided for claiming they deserved better, but in this situation they are right.
They do deserve better, much better, from Mr Ellis or anyone else with designs on their club.
So Mr Ellis should remember the old adage: "it's good to talk".
I'm sure Rangers fans are willing to listen.