Cardiff City owner Vincent Tan has once again risked the wrath of fans by suggesting that the club could be renamed should they achieve promotion to the Premier League this season.
Malaysian billionaire Tan sparked outrage last summer when he changed the club's home kit from blue to red and crest from a bluebird to a dragon, a move designed to make the Welsh outfit more appealing to the Asian market.
The kit change has not adversely affected matters on the pitch, with Malky Mackay's side currently sitting atop the Championship table, with top-flight football in touching distance.
However, promotion to the Premier League could be a double-edged sword for supporters, with Tan saying that a name change to Cardiff Dragons - in order to further build popularity in Asia - is not out of the question for the club.
"We will think about it [the name change] when we know the final result of this season," Tan told BBC Sport. "Then we will think what's the best way to brand it.
"We haven't discussed this. I've not really thought about this in detail. But when we get there we'll make a decision. And when we make a decision we will convey it to everyone."
Tan pushed through the kit and crest change last year by threatening to withdraw his financial support for Cardiff and he insists that he will not bow to angry supporters if further changes need to be made.
"A few were upset but like in any business if we get 80% or 75% of the customers happy, with 20-25% not happy, that's fine," Tan said. If they don't want to come to support our business, that's fine. We need the majority.
"I believe the change is for the better. And if you put in a lot of money, surely you have the right to make a call on some things you believe will make it better. If you don't have a say, why the hell do you want to put in so much money?
"If the fans welcome me, I can stay for a long time. But if I find they are not welcoming and rude, then maybe I will find a new buyer and go off. But if I were to sell, I'd make sure I would leave it in good hands."
Tan has shown little sympathy for aggrieved supporters who continue to protest the changes at Cardiff, and took the opportunity to reiterate that stance.
"Have they achieved any success under this bluebirds brand?" Tan said. "So why do we hold onto something that hasn't achieved much success?"
Cardiff currently lead the Championship by eight points with 13 games remaining but have been in a similar position in recent seasons, only to fail in their bid for automatic promotion and subsequently lose in the play-offs.