Slaven Bilic admits it hurts to see West Ham's name dragged through the gutter.
The Hammers' 2-1 win over Chelsea in the EFL Cup was overshadowed by shocking scenes of crowd trouble between home and away fans.
Coins, seats and plastic bottles were thrown between rival supporters, leading to seven arrests and leaving 200 fans facing banning orders.
Hammers boss Bilic branded the incidents as "unacceptable" after the match, but on Friday morning he was understandably keen to get back to matters on the pitch and their next game at Everton on Sunday.
But he admitted: "It does hurt, of course it does. The club didn't deserve it, the players don't deserve it definitely, the fans didn't deserve it -- the majority of them of course. The big majority, the vast majority.
"I have said enough, I want to talk about the game on Sunday. I have a big game. I said what I said and that's it. I want to talk about football and the game.
"There is no point talking about it because I would only repeat what I said. I am a football manager, not a police officer or whatever, so that is it basically. "
The trouble began towards the end of what had been a thrilling match between the London rivals.
It was also played amidst a crackling atmosphere, one which had previously been lacking at the former Olympic Stadium since West Ham moved there from Upton Park at the start of the season.
"Everything that we have been talking about before the game -- about the new stadium, being a home ground as the Boleyn Ground was for so many years -- we really felt the crowd behind us in the game against Chelsea," added Bilic.
"It was loud, they were really behind us. It was great support -- apart from that thing of course."