Some see it as going for broke - others call it a potential timebomb for the changing room.
But Cardiff City have certainly started seeing the benefits of having Craig Bellamy on board.
The club bagged three points as they started to eye promotion to the Premiership, they sold every seat in their new ground and they shifted a shedload of shirts.
In PR terms too the many thousands of pounds the club's paying the striker began to bear fruit.
My own weekend snapshot highlighted some priceless national publicity for the Bluebirds. It included a substantial feature on Saturday lunchtime's BBC TV Football Focus, albeit with some churlish downbeat comment from the increasingly predictable pundits.
The Beeb followed it with a splendidly upbeat piece to kick off that night's Football League Show. It included interviews with fans, Neil Kinnock, Bellamy and manager Dave Jones. It would only have been bettered had the show presented an insight from the Doncaster Rovers keeper who had seemed surprised as a 30-yard Bellamy shot scooted past him.
Saturday's web was alive with Bellamy, including high-profile pieces on betting industry sites and on any site dedicated to soccer or to sport from South Wales or South Yorkshire.
Yesterday's Media Master household invested in the Wales on Sunday and The Observer. The Welsh tabloid went big on the 4-0 win as expected so more significant was the Guardian stablemate's decision to put Bellers all over the front of its sports section.
Of course, things could all still go pear shaped - but at this early stage in the Welsh international's npower Championship adventure, you can only give everyone involved a big PR thumbs up.
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