It didn't have the shock value of Joe Kinnear's c-word rant, or an on-camera managerial shouting match.
It didn't have the personal animosity that comes with a targeted ban on a reporter.
But for the first time in my 20 years covering Newcastle United, manager Steve Bruce declined to take questions from the “written media” today.
“I'll never shy away from a challenge,” said Bruce, before shying away from any challenge.
The more Bruce has opened his mouth recently, the more he's widened the rift between himself at Newcastle United fans.
Perhaps the club can no longer trust him to speak diplomatically?
During his pre match press conferences, Bruce is questioned at first by TV reporters, before they leave the Zoom call, and written media take over.
We search for more detailed and a special insight on the issues of the day, and being off camera, often get more colourful answers.
It is in this section that Bruce has branded fan discontent as “mass hysteria”. He's called his side “frigging s**te” and defended his Premier League finish last season by referring to “the Mighty Rafa” Benitez.
It's great copy. We've reported Bruce defending himself, but he's also given a very candid take on what he really feels about his ailing regime, which hasn't won a game in the last ten.
Someone has decided Bruce has become a liability in front of a microphone and is doing himself no favours.
TV reporters like the North East's Sky Sports man Keith Downey do a good job in asking about the main issues of the day.
But in denying the 20 strong press pack a chance to question to Bruce, just chips away at what a special club Newcastle are - newsworthy above their achievements on the pitch.
A mad passionate fan base endlessly fascinating to the rest of the country who sometimes can't understand the fuss.
It's another step into Newcastle becoming what Jamie Carragher called a “nothing club.”
Bruce is lucky there are no fans allowed into St James' Park, otherwise his job would be untenable.
Newcastle are lucky they are not trying to sell season tickets to watch the tripe on display this season.
They gave away 10,000 for free last year because the stadium was looking embarrassingly empty.
Every defeat demoralises the fans more, and increases the chance of a third relegation under Mike Ashley.
Every tinpot gagging decision like this is the very opposite of having a vision for the club that is ambitious, global and aimed at winning friends and fans.
On and off the field, the club is chipping away at any remaining goodwill, and dragging down the price Mike Ashley could ever hope to get when he eventually sells up.
