With West Ham United it is the hope that kills you and that looks to be the case again.
The Hammers have been linked with a big money move for Celta Vigo striker Maxi Gomez since January.
But the winter window came and went with the 22-year-old remaining in Spain.
Reports since have claimed Manuel Pellegrini was lining up a deal this summer instead.
Hammers have glimmer of hope
West Ham looked to be out of the running just last week when the likes of Arsenal, Tottenham and Liverpool were cited as more likely destinations for the Uruguayan.
Pellegrini was left pursuing moves for Aleksandar Mitrovic and Salomon Rondon instead according to the likes of Football London.
That did not go down well with some Hammers fans, read full story here.
Supporters feel they have been here too many times before.
Groundhog day over striker failures
But just when the club seemed out of the race, speculation is gathering pace that West Ham remain intent on trying to sign Gomez.
That will undoubtedly please fans. And well-placed Hammers Twitter source and radio personality ExWHUemployee has confirmed the Hammers are still trying to do a deal.
ExWHUemployee did move to temper any raised hopes, though, insisting it is still unlikely given the interest from elsewhere.
Yep I covered this on podcast (that West Ham remain interested in Gomez),” ExWHUemployee said.
“Until he joins someone else he is still an option but he does appear to be weighing up his options.”
Yep I covered this on podcast. Until he joins someone else he is still an option but he does appear to be weighing up his options https://t.co/HnzxJ3eJhp
— ExWHUemployee (@ExWHUemployee) May 22, 2019
West Ham the only option for regular game time
One of those options is of course West Ham.
Indeed if he wants guaranteed first team football then West Ham may be his only option.
Whether the lure of Champions League football will prove decisive remains to be seen.
But as the old saying goes if you don’t try you don’t know.
Many Hammers fans feel the club has dragged its heels too long in squeezing the life out of a potential deal allowing other clubs to come in for Gomez.