Southampton have been linked with literally dozens of players in the past few weeks, causing the frothing of mouths across the fanbase, as every rumour was treated like it was a nailed on signing.
The month of June might see the transfer window open, but it sees very little actual business done, however that doesn't stop the rumour mill turning at warp speed.
It is the month that agents have to step up their game, get their clients into the shop window and they do that by claiming that clubs are interested in their clients, hence so fat Saints have been linked with 4 fringe players from the Liverpool squad and somewhere around 12 central defenders, 14 central midfielders, 27 wingers, 8 centre forwards, 17 goalkeepers from elsewhere.
This feeds the frenzy on social media, Southampton FC & Russell Martin routinely accused of a lack of ambition because they have been linked with a 21 year old centre half from League One or at the other end of the spectrum a 32 year old defender from Burnley.
Some of these rumours have substance, some may even see the club make a bid for a player, but the truth is only a fraction of players linked to any club actually end in the player signing, so no point in getting wound up about it.
The reality is that Saints need to build a squad and it is not possible to do it in the order that pleases the fans, we need a balance of youngsters for the future, youngsters ready for the first team now, experienced players in their mid 20's and a player or two 30 + experienced pros, just because the first signing is 36 years old doesn't mean our strategy is to just sign 36 year olds.
Yet not one of the players linked has signed yet, Adam Lallana aside, as a free agent he is the only nailed on signing, Taylor Harwood Bellis is perhaps going to be the second signing, but even this will not take place until after the loyalty bonus's have been paid on July 1st.
So this weekend is the calm before the storm, we will see if Ryan Fraser is happy to move on a permanent deal from Newcastle or whether he is going to hedge his bets for a while, we will see whether Flynn Downes really sees his future at St Mary's and what West Ham's true stance on his transfer is.
Things will start to get real, but even July isn't that busy a month, so far the number of major signings made by Premier League clubs can be counted on one hand, the real business can now start in earnest, but it is all cat and mouse as selling clubs try to drum up interest in a player who is going to go, in the hope that pushes up the transfer fee.
There will be a number of signings made in early July, then it will go quiet again till the start of August, but the busiest time will be the last few days before the window slams shut.