What's wrong with the Champions League? It seems that for some of Europe's biggest clubs the current pinnacle is still not good enough.
Those clubs view an alternative Super League as more lucrative, their ability to block out minnows from a share of the financial pie enough to fuel a grab for more power.
The latest attempt, according to Sky News, is being led by Manchester United and Liverpool - the two big players in the Project Big Picture proposal that was swiftly shut down by the Premier League's lesser lights - along with Real Madrid.
A £4.6billion funding package is being sought and discussions have taken place with investment banks. The league would have between 12 and 18 teams and feature up to five Premier League teams.
Participants will be decided by financial strength rather than prestige, metrics such as the Deloitte money league more important than history.
Chelsea's financial muscle would see them as one of the teams involved, although there is no indication of how large or minor their role is in this particular idea, while Arsenal would take part along with Liverpool, United and Manchester City. Tottenham Hotspur would miss out.
While both Chelsea and Arsenal would benefit financially, there is a risk of legacies being tarnished and the fabric of the game being torn apart. Supporters are unlikely to be keen, many viewing it as another act of greed before considering another break from tradition.
It does not seem an exaggeration that a continential league would torpedo the domestic game.
These proposals are nothing new and a feeling of inevitability has lingered for sometime, a question of when it would happen rather than if.
There will be a number of hurdles in the way. While Fifa may support this idea, UEFA are far less enthusiastic and have enough power to effectively veto such a move.
It also seems rather convenient that this report has appeared not long before negotiations take place about the format of the Champions League from 2024.
A cynic may suggest that it is a tactic for the big clubs, those who are in the competition every season, to milk a larger share of the revenue.
But even if this attempt does fail, the big dogs will not sit. Another ruthless idea from a venture-capitalist or oligarch will be along soon and the cycle will repeat itself until the end goal of the rich getting richer is realised.
