Last season Norwich City performed so poorly at Plymouth Argyle that Delia Smith and Michael Wynn Jones were moved to apologise to supporters on the club's official website.
Some 14 months and two changes of manager later and 'Sorry!' just doesn't cover it anymore.
For most teams a performance like that of Norwich in the 3-0 defeat at Home Park this season would be deemed totally unacceptable.
For Canaries' fans abject displays have become the norm. At Molineux, The Hawthorns and Turf Moor this season the home supporters chants of 'Easy, easy…' have hurt because they've struck a nerve.
Words like 'relaxed' and 'calm' have been used a lot to describe Glenn Roeder since he arrived at Norwich City. In the post-match Press conference at Plymouth Roeder was battling to maintain his measure. Inside he was clearly furious and was having to choose his words very carefully.
Forget the East Anglian derby at Carrow Road, that game at Plymouth presented Roeder with the real Norwich City.
I must admit I was wrong. Looking at the squad at the start of the season I was convinced City were better equipped to deal with life in the Championship. With a new goalkeeper, right-back, midfield hard-man and the division's top-scorer all joining I was fooled into thinking we might be in for a decent season.
It's not simply the fault of those players who joined in the summer, but clearly now the side needs re-structuring all over again.
A Roeder revolution is the only thing that will keep the FA Cup First Round and Johnstone's Paint Trophy from being reality next season. So the pressure is on the Norwich City board.
Yes, there have been mistakes at boardroom level in the recent past. Chairman Roger Munby apologised to supporters at the recent AGM and if the appointment of Peter Grant was a wrong call it's one that you could understand.
A young ambitious manager who was so passionate he couldn't sit down was welcomed with open arms by many supporters at the time. They backed him to the tune of nine new signings during the summer and even after Grant left, Jim Duffy was allowed to spend goodness knows how much on borrowing John Hartson from West Brom Reserves.
It has been said that a more questioning approach is needed by the board towards signings.
If they'd said no to those new arrivals in the summer they'd have been castigated for not allowing new players to join the club. A rock and a hard place.
One of my fondest memories of covering Norwich City for BBC Radio Norfolk is the day we were invited to Colney to meet the Canaries new loan signing Peter Crouch and another unnamed player from the Premiership.
Manchester City's Darren Huckerby was introduced to the media by Nigel Worthington; it got supporters excited; made everyone else take notice and started the snowball effect that eventually led to the 2004 Division One Championship title. That's what needs to happen now.
The quickest way of lifting the malaise that currently surrounds Norwich City would have been winning matches.
One look at the Plymouth performance will tell you that's not something that's looking likely – so exciting new signings is the basket we're putting every single one of our eggs in.
An international break before Coventry's visit to Carrow Road gives Glenn Roeder the opportunity to boost the profits of BT by calling in every favour, bothering managers and selling six weeks in Norfolk as the perfect chance for the average out-of-favour Premier League player to become a hero.
Making a team without a win in eleven games and rock bottom of the table an attractive proposition might sound like a tall order, but if Roeder is a good enough salesman to prize full-time Geordie Lee Clark from Newcastle United he might just be able to do it.
The Norwich boss has, of course, also become the latest footballing figure to criticise the games showbiz side.
The Canaries' league position does offer the opportunity to massage a few big league egos. Look at Darren Huckerby. Four years ago he was struggling to get into the Manchester City team.
Since coming to Norwich he's been hero-worshipped, adored and made into Mr Big Fish in a medium sized pond. He's responded by giving some of his best years to the club and making the place his home.
If Roeder can convince a couple of players that they've got the chance to go from reserve team also-ran to cult-hero by coming and saving the club from dropping into obscurity he might be able to pull a few rabbits from the same hat that brought you Darren Huckerby.
Make no mistake – this is a huge fortnight for the club.
Already six points away from safety, failure to get better on the pitch could mean that the January transfer window comes too late to save us. Loan signings might not be the ideal way forward (How much will they really care? If they're that good how come they're not in the first team?) but it's all we've got to pin our hopes on.
There's a chance that come the end of the season we'll be glad Plymouth happened.
It meant Glenn Roeder saw just how bad Norwich can be and left him in no doubt how desperately it needed sorting out.
I thought we'd be saying the same about the debacle at Wolves back in September. That performance felt like rock-bottom at the time and I wondered whether it might be the opportunity to blow out all the cobwebs.
Far from being the straw that broke the camel's back it ended up becoming an excruciating sign of things to come.
There's time to turn it round. We've got Huckerby, Dublin, Doherty and Drury to come back.
But unless those that run the club take a deep breath, realise we're in dire straights and pull out all the stops for that champagne moment akin to Darren Huckerby joining, those 'Easy, easy…' chants might become yet more familiar, cruel and depressing to those that follow Norwich City away from home.