Jose Mourinho has rebranded himself again, following his return to Chelsea and Stamford Bridge for the first time since his acrimonious sacking by Roman Abramovitch in 2007.
During his first spell, he told journalists he was the 'special one'.
At the press conference for the start of his second spell he said he was now the 'happy one'.
However, with the Premier League season kicking off this weekend, as the blues entertain newly promoted but already relegated Hull City Tigers, he told the swarm of press hanging on his every word that he is now actually the 'extraordinary one'.
Fans and critics alike rounded on him, saying it added pressure ot the players, and if they lost a game or failed to win a trophy, he would be dubbed the 'extra-ordinary one'
A comment saying that Jose was actually 'rather good' has been withdrawn for fear of comparisons to the Rather good website.