After last season's pitiful showing, Aston Villa fans could be forgiven for being pessimistic heading into their first season outside of English football's top tier in nearly 30 years.
There are reasons to be optimistic though. There's a new owner and money is being spent - somewhere around £12 million so far on three players. Also, Roberto Di Matteo is now the manager.
Sky Sports analyst Ian Holloway doesn't believe in any of those reasons to be hopeful though. In his preview for the season, Holloway predicted that Villa will finish 16th.
They're lucky I've put them this high. Last season Villa's players felt the weight of the shirt, but not the importance of it. They didn't respect the badge enough. I'm worried nothing will change.
They could easily get relegated again, with the lack of investment and the lack of unity within the playing squad. They've got Roberto Di Matteo, who is a wonderful man, but it's a huge job to carry that expectation. It's going to take something special to turn it around.
Villa's new owner is Chinese businessman Dr. Tony Xia. It did not take him long to offer a response to Holloway's thoughts.
He has since deleted the tweet.
Calling Holloway a 'failed manager' is somewhat harsh. Though he has been out of work - football management-wise - since last year, he has, at times, been one of the Football League's most effective managers. He took Blackpool to the Premier League on a shoestring budget - where they performed admirably, finishing just two points from safety.
