wrong 'uns. It is in the interests of the game as a whole that the League thrives. They have found themselves facing innumerable financial and organisational challenges in recent years, often caused by circumstances beyond their control. And they have indeed set a benchmark in introducing measures such as fit-and-proper-person tests for club owners, registration of agents' fees, ten-point penalties for clubs that go into administration and the extension of salary-capping to League One as well as Two (questionable though the desirability of these last two are). FIFA's threat to prevent Football League clubs from trading with each other outside transfer windows from the beginning of next season poses further problems. The League's desire to deal with all these issues is sincere, but in placing so much stress on marketing and PR they risk underplaying existing selling points -- crowds at a 40-year high, relative ease of admission, a level of fan commitment unsurpassed worldwide -- in pursuit of a market position they can never attain. They aren't the Premiership. Their leading clubs don't want to play in it. No one can retain the Championship (and may this always be the case), which makes targets such as the League's aim for seasonal attendances of 21 million by 2010 such an unreliable one. Hanging over all this is the yawning gap be-tween the Premiership and the rest, which the league is more than ready to acknowledge but less prepared to challenge. "In the last 18 months I haven't said a critical