According to Alan Shearer, Newcastle's match against Middlesbrough tonight is huge, massive, enormous.
It is bigger than any other game he has been in involved in - win or bust, do or die, sink or swim.
Except it is not, and it makes you wonder if the rookie manager has stopped and thought for long enough whether his latest rallying cry actually adds up.
Both teams have two fixtures to play after tonight and a draw would leave them with a fighting chance of getting out of trouble, just two points short of Hull.
Phil Brown's side will be lucky to get another point with Bolton and Manchester United looming while Newcastle have Fulham and Aston Villa on the agenda. Middlesbrough have Villa and West Ham to play.
Getting out of the bottom three tonight is clearly the priority but a three-way fight with two matches remaining is not the end of the world. However, if Newcastle don't win after Shearer's build-up it will certainly feel like it is.