Managing Manchester United is like managing Real Madrid. Everything you say is going to be a headline. United are back-page news every day.
Perhaps the ideal United manager is someone who wears a suit and tie and gives little away. It worked in the old days, but these are not the old days any more.
Was the summer window another missed opportunity?
It is too early to answer that question properly because the window closed only two weeks ago.
United focused their spending on buying a new forward line when many outside observers would have thought that the money would have been better spent on a new spine for the team. They also had the option of selling Bruno Fernandes for a big transfer fee to Al Hilal in Saudi Arabia.
The captain stayed and his new team-mates Benjamin Sesko, Matheus Cunha and Bryan Mbeumo need to be given more time to show what they can do. Senne Lammens could also turn out to be an exceptional goalkeeper if he lives up to expectations and adapts to English football.
There is a nagging feeling, though, that a club the size and stature of United should be going all out to buy the best players in the world – players like Gianluigi Donnarumma.
Not being in the Champions League and cutting the wage bill means United fans have to get used to a new reality, a new reality which means the very best players going to their rivals for the time being.
Even the fact that United managed to move out so many players this summer who were surplus to requirements was not a cause for celebration. United have taken a big financial hit on the transfer fees paid for the likes of Rasmus Hojlund, Jadon Sancho and Antony but at least they were able to get their wages off their books.
Have INEOS made things better or worse?
United were sixth in the table when INEOS completed their deal to buy their minority stake and take over sporting control in February last year.
There has been very little to get excited about on the pitch, apart from a shock FA Cup final win against Manchester City, which earned Ten Hag a new contract but left United counting the cost – some £13m – when they fired him just five months later.
There’s no point going through all the statistics and defeats here – there are too many losses – but it is safe to say that this has been one of the worst periods in the history of the club.
INEOS have put their own money in and are making big changes off the pitch, including redeveloping the training ground, but there have been just as many mistakes as good decisions. With the benefit of hindsight, flying to Ibiza to give Ten Hag a new deal was absolutely the wrong decision and hiring and firing Dan Ashworth was another costly mistake.
At least INEOS have a plan. The plan changes from time to time as all plans do, but they do have a plan and they have put their own money on the table. It is just extremely unfortunate that the plan has also meant so many people losing their jobs and a new controversial ticketing policy.
The Glazer family also had a plan and if you wanted to start an argument, you could whisper very quietly that the results, league tables and trophies, taken in isolation, show that United were better off when the Glazers and executives like Ed Woodward and Richard Arnold were in charge.
What would success look like for United this season?
The priority has to be getting back into the Champions League or any European competition at the very least.
The League Cup is already gone thanks to that calamitous night in Grimsby and you can get odds of 100/1 on United to win the title so, trophy wise, the FA Cup is all United realistically have to play for.
Winning the FA Cup would mean a place in the Europa League, but the Champions League is where United have to be. The commercial benefits of being back in the expanded top-tier European tournament are huge and it would make it easier to sign the best players in the world.
Finishing in the top five is likely to mean Champions League qualification but United are a long way off that standard at the moment. At least the lack of European competition this season means Amorim has more time to work with his players in between league games. It is not much of a silver lining, but it is something at least.
Are United in a relegation fight?
United’s next game is against Chelsea next weekend. Luckily for them, Chelsea have a terrible record at Old Trafford – no league win for 12 years – and they were not particularly convincing in their 2-2 draw with Brentford on Saturday night.
Chelsea also have a midweek game away at Bayern Munich whereas United have almost a whole week to prepare for the 5.30pm game next Saturday, live on Sky Sports.