In an ideal world, we would all be gracious in defeat and humble in victory. But after Jose Mourinho decided not to speak to the press in the aftermath of Chelsea's 2-1 reverse against West Ham, all bets were off.
The Special One's habit of criticising everyone but himself has made him something of a laughing stock in the early days of this season. Indeed, the struggle Chelsea are going through has brought out the dark side of his personality in all its glory.
He and his Blues team were once feared and revered around the Premier League but it seems as though both the Portuguese manager and the reigning champions are there for the taking. West Ham co-owner David Gold has taken full advantage.
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The multi-millionaire, with an estimated value of £350million, is famously known for putting his foot in his mouth when it comes to social media.
But although the West Ham chief loves a bit of foot in mouth, he can also deliver some absolute gold (pun not intended) when the time calls for it.
Such a time emerged yesterday when Chelsea left Upton Park with their tails between their legs. It was their fifth defeat of the season and further damaged Mourinho's stellar reputation. Gold, who shared the same executive box with Mourinho in the second half, couldn't resist sending this tweet:
Bravo, Mr Gold, Bravo