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He told the BBC's Laura Kuenssberg: "By turning the platforms backwards away from safety, Mark Zuckerberg has changed the game fundamentally and shown that the platforms aren't really here to play safe, they're here to make money."

"I felt like I tried to play safe. I wasn't playing how I wanted to in the big moments," Keys said of that defeat.

As far back as 2016, the NFL pledged $100 million to player safety that included the “Play Safe, Play Smart” initiative.

Lenders are likely to "play safe", waiting to see how the markets react to the changes, and - critically - what the Bank of England is likely to do with interest rates.

"Some people play safe in order not to lose," he said.