The owners of Zoopla sure did take their time to offer an ultimatum to West Bromwich Albion after star striker - Nicolas Anelka - made a Nazi gesture during a December game.
Still, the fact remains. Anelka did wrong and now the Jewish-owned sponsor wants its logo taken off the football team's shirts if the player kits up for tonight's game against Everton.
It sees the Baggies caught between a rock and a hard place.
Even though I started off by announcing that Zoopla were evidently late to voice their concern over the incident , the Football Association are equally short in a punctual report after an investigation into the matter.
How can the club resolve this?
It's simple. Work out what they need most : sponsorship or a player with a controversial track record?
If they do decide to keep Anelka and lose the sponsor, how about having a charity logo placed on the shirts for the remainder of the season?
Just a thought.