While the world of Newcastle United has fallen apart in the past couple weeks, Roy Keane has entertained everyone with snippets from his new book in which he attempts to break down every past relationship he's ever had. A significant portion of the media focus in the North East for the book has fallen on his choice assessment of Newcastle United as an arrogant club who have no right to think they're very good at all, and his all-encompassing love of Sunderland, including the people and the place. The book - with its hilarious revelations about Robbie Savage and savage verbal take-downs of Rob Lee, Alan Shearer, Ellis Short and pretty much anyone Keane ever met is out now and one Tesco store has used one of Keane's own infamous quotes - this time not from his book - as a means to merchandise the inflammatory autobiography. "Away from home our fans are fantastic, I'd call them the hardcore fans. But at home they have a few drinks and probably the prawn sandwiches, and they don't realise what's going on out on the pitch." The Tesco store's response to the release of the book was a triumph of wit... Well played.