Or is it just more of what we have come to expect year after year, the Newcastle United owner yet again pretending to try and sell the club, the whole thing just a farce to justify not backing Rafa in the January transfer window whilst at the same time once more winding the supporters up?
The Toon Army will take Ashley's words with an Everest-sized amount of salt, with many viewing Ashley's "attempts" to sell Newcastle a year ago as simply being a ploy to detract from his poor running of the club and to prevent him from spending in the January transfer window.
He would like a sale to be completed "before the January transfer window".
In Ashley's 11-year ownership of Newcastle, the club have been relegated twice, have been involved in the controversial sackings of Kevin Keegan and Chris Hughton, and changed the stadium's name for commercial interests.
Ashley nearly sold the club last season to businesswoman Amanda Staveley but the deal fell through. Realistic is maybe too strong a word.
He said: "I am hopeful for the Newcastle fans, for the club, for everybody, that I will be able to step aside and we will be able to get an owner in that will please everybody".
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"Hopefully we can carry on the recent good form and get someone in".
The club's precarious Premier League status has, in turn, made potential investors wary of meeting Ashley's demands, with fears of the economic impact that any relegation to the Championship might have.
Newcastle's recent run of three straight wins ended on Saturday with a 3-0 defeat at home to West Ham.
They are 15th in the standings with 12 points from 14 games.
"I am keen to sell it to the right buyer so everyone is happy".