Newcastle fans greeted Ashley as though he were a savior when he first took over the club. Eventually, he became one of the most hated figures in their history. On the one hand, he made them a sustainable business. However, his method of preventing financial losses involved a lack of investment in the team.
The Toon Army protested against his lack of ambition and he put the club up for sale. However, they effectively entered purgatory for about three seasons before he achieved a deal. Ashley had no moral compass and focused on making as much money as possible from his investment (via Four Four Two).