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I suspect that most people assumed that he would simply do what he did in the first term and make a big show of it without actually killing the golden goose of a good economy.

"No one wants to kill the golden goose or impose unnecessary bureaucracy", but the Premier League had to "discharge its responsibilities", he argued.

Underconsumption-core and no-buys aren’t remotely in the same conversation as, say, wealthy influencers hawking distressed $600 Golden Goose sneakers in a manner that critics have slammed as “poverty appropriation.”

And possibly some of his erstwhile supporters in the business community who really didn't think he'd be dumb enough to kill the golden goose.

BBC Newsbeat previously spoke to James Batchelor, former editor-in-chief of Gamesindustry.biz, who said the Assassin's Creed series is a "golden goose" for Ubisoft.