So don't pay. It really is that simple. If, like many, you are outraged by the plan to charge £14.95 for some Premier League matches, the solution has never been clearer.
Just say no. To this, to ludicrous third strips, to a new first-team shirt every year, to any of football's over-rated, over-priced innovations.
No. You may not have the latest gear, you may not see your team as much this season, you may be hacking into a grainy, glitchy, delayed feed that will fill your laptop with cookies and spyware from hardcore porn channels, but that's the trade-off.
Premier League clubs voted unanimously on Friday to launch a new pay-per-view service at £14.95 for every match that is not being shown by one of the main UK broadcasters
Decision for pay-per-view was blind panic by the Premier League and its chief Richard Masters
No. And if everyone did it then this plan, like the 39th game, like the handball rules that have been rescinded and tweaked within three weeks of the season starting, would fade away.
But they won't, because some will pay that, just as they will buy the horrid change kit and invest in the garish pre-match training designs, and all the other over-priced junk that is part of the fan experience these days.
And £14.95 is steep, in a recession. Yet so is £108million for Jadon Sancho, and everybody thought Manchester United should entertain that, including Gary Neville who is against the pay-per-view plan.
Saturday 3pm games to be shown on pay-per-view during October by club
3 - Fulham, West Bromwich Albion
2 - Sheffield United, Aston Villa, Southampton, Burnley, Chelsea, Brighton and Hove Albion, Crystal Palace
1 - Leicester City, Newcastle United, Manchester United, Arsenal, Leeds United, Liverpool, Tottenham, Wolves
0 - Manchester City, West Ham, Everton
It was also thought Burnley had a bad transfer window because they only brought in two players. And that West Ham's summer was a disgraceful failure because they made a transfer profit. So we can't have it all ways. Your club cannot buy Thomas Partey, and prop up the three tiers below, while giving away their product for nothing.
They cannot provide the lockdown entertainment for millions, while the Government open up the Royal Albert Hall but keep football stadiums closed. The money for this, whether largesse or extravagance, has to come from somewhere. But it can't come from you, unless you let it. You have the choice. And you always did.
What is wrong is that some season ticket holders at clubs such as Newcastle are still waiting for refunds, or have paid deposits, and are now being asked to donate again. Either technology fixes that, so they do not pay twice, or they should be recompensed, immediately.
A friend has already given Tottenham £200 to secure his seat this season, non-refundable. Why should he then be paying £14.95 on top? Give the man his money back, or find a way not to charge