Our corporate management see this as a damage limitation exercise. The execs believe it's in the best interests of the company to be seen by the broadcasters, the sponsors, the football authorities, the media, you know the powerful stakeholders in the game, to be doing the right thing, where the right thing is whatever protects the interests of those powerful stakeholders.
Unfortunately you don't find solutions to problems if your primary objective is not the problem itself, but how it effects the vested interest.
We're doubly f**ked because we've shackled ourselves to Liverpool FC, a club that doesn't do self awareness, a club that has powerful allies in the media, and that has allowed them to frame the problem on their terms.