A funny old game...
Has there ever been a crazier week in football?
But the last few days have certainly done that - not least for our editorial team - and for everyone else too, judging by the traffic we've had to the website in recent days.
On their own, any of the big stories from transfer deadline day, the surprise takeover at Man City, Kevin Keegan's second departure from Newcastle and Alan Curbishley leaving West Ham would dominate our agenda.
But the fact they all happened at pretty much the same time, and are indeed all part of the wider story about the changing face of top-flight football, has made it an extra challenge in terms of coverage this week.
There are many critics of transfer deadline day inside the game - and I thought Mike Ingham made a decent argument on 5 Live Sport on Wednesday when he said that instead of creating periods of calm when clubs can plan without fear of losing key players, it has done almost the exact opposite.
Issues at Newcastle and West Ham ultimately came to a head on Tuesday, with the transfer window the catalyst for disputes between the managers and their boards that might otherwise have festered for longer under the surface.
And clearly, Man City's prospective Arab owners wanted to do whatever business was possible before the window closed, with their late flurry of sensational bids sparking great speculation and ultimately forcing through, in different ways, the headline deals of Robinho and Berbatov.
For us on the website, that drama saw us get our highest-ever audience figures outside the record numbers we set during the Olympics just a fortnight earlier, with nearly 4 million users visiting our site on both Monday and Tuesday.
Our live transfer deadline-day commentary notched a staggering 18m page views - with nearly 20,000 related comments on 606, and a similar number interacting by text message.
Of course, a lot of the interest was generated by gossip from fans on which players had supposedly been spotted where, and who they were about to sign for. For us, the key is to make sure we engage with that banter and sense of fun, while at the same time also making absolutely clear what we know to be factual reliable information, as distinct from any gossip.
Contrast that then with the story we ran on Tuesday afternoon - based on good sources - saying Keegan had left Newcastle.
When the club later claimed he had not been sacked, and it emerged from the League Managers Association that the two parties were talking, some of you questioned what we had reported, and suggested we had been presumptious to do so if it wasn't 'fact'.
While his eventual departure on Thursday doesn't of itself justify our coverage from Tuesday, I'd hope it does reassure you about what you should always be able to expect from us at the BBC.
In our sports news coverage, we aim to be as objective, balanced and factual as possible. And at times, that does mean asking you as our audience to trust us when we say 'we understand' something to be the case, even if seemingly more official parties like a club, or agent, say something to the contrary.
We don't do that lightly, and never base that on rumour or other media reports.
When we do say it, it's always when our reporters or sources justify it - as they did on Tuesday.
Equally, with such fast-moving stories, situations can change quickly from one hour to the next.
Only those few at the very heart of a saga like the one at St James' Park ever know the exact detail of every development.
But it was clear to us that those talks did not mean Keegan had returned, nor necessarily that he hadn't actually left.
In fact, and as it indeed turned out, those talks were always more likely to be about the eventual terms of the split, rather than any reconciliation.
In terms of how we relay all that information to you though, there are I'm sure ways that we can keep improving.
Whether you think what has happened over the last few days has been good or bad for the game, or fair on the individuals involved, it has been utterly compelling to follow.
And our duty at the BBC Sport website is to keep you as informed, up to date and engaged as possible with all the news as it happens.
So if you think there are ways we can do that even more effectively - perhaps more video, maybe more live text updates on breaking stories like with the transfer deadline, or even more football gossip (our gossip column remains one of our most popular pages each day) - then by all means let me know...