Arsenal's owners have never been seen kindly by the supporters but the recent European Super League decision has seen the reputation of the Kroenkes take a significant hit.
'Silent Stan', the de-facto main man, has never been one to put himself in the spotlight and that responsibility fell to his son, Josh, on Thursday in a fans' forum meeting.
It's fair to say that opening up to the supporters didn't do much to affect the view towards them - with obvious attempts to build a rapport falling short and merely coming across as PR-driven comments.
The big quote came near the end though, as Josh confirmed that KSE has no intention to sell the club - which many supporters have seen as a call to arms.
Protests are set ahead of tonight's Premier League clash against Everton and will likely be present for the foreseeable future, although there is a lack of confidence that the ownership will listen.
Indeed, for all their critics, the Kroenkes do have to be admired for their stubbornness and desire to do things their way - which is something Arsene Wenger did throughout his decades at the club.
The greatest criticism towards the Kroenkes has been a lack of communication, with Josh last speaking to supporters in 2019, and a lack of investment - but they do appear to be more hands-on than initially thought.
In November last year, the Athletic posted an in-depth article on the Gunners' American owners and there were some interesting developments which showed that the Kroenkes have been hands-on in some of the biggest decisions in recent years.
The decision to replace Arsene Wenger was agreed by the owners, who also approved the recommendation to appoint Unai Emery, and lessons appeared to be learnt when the Spaniard did not succeed at the Emirates Stadium - leading to Mikel Arteta's arrival.
With the former midfielder, the Kroenkes were more hands-on and Josh travelled to speak to Arteta directly the day after Vinai Venkatesham and Huss Fahmy were pictured leaving the Spaniard's home in Manchester.
The previous summer, when a club-record fee for Nicolas Pepe was spent, the final decision was made to move for the then-Lille winger ahead of Wilfried Zaha and the ownership reportedly made guarantees on the deal if players could not be sold to finance the transfer.
Last year, the Kroenkes used half-time during the NFL clash between the New York Giants and the Los Angeles Rams to approve triggering Thomas Partey's Atletico Madrid release clause - and the owners were also prepared to ratify the signings of Lyon's Houssem Aouar and Chelsea's Jorginho through instalment-based payments.
The Kroenkes' lack of investment has been regularly criticised, especially considering the billions that were pumped into the construction of the Rams' new stadium, but the stance from the American owners has long been that more investment would follow when they were full stakeholders in the club.
That came in 2018 and it's fair to say the years since have not been stable. Two managerial changes, a global pandemic and loss of revenues have taken their toll - but there have, at least, been some signs that things could be changing.
In Thursday's fans forum, Josh Kroenke made a number of promises that fans will be on his back to make sure he keeps - which include more regular interaction, a more regular presence in London and being more 'aggressive' with investment at certain points of time.
The jury remains out, particularly on the first two of those promises, but there have at least been some hints in recent years that the latter point on investment is genuine and fans will hope this continues to be the place.
