Gold Coast chairman Tony Cochrane has taken aim at Melbourne's AFL media contingent for their treatment of star free agent Tom Lynch.
The prized key forward is off contract at the Suns and is set to purse possibly the richest deal in the code's history when he next signs a contract.
Whether that's on the Gold Coast or with a Melbourne club remains to be seen, with the Gold Coast co-captain maintaining negotiations would play out later this season.
A return home to Melbourne looks increasingly likely though, given the Suns' horror form of the last month and Lynch's desire to hunt an AFL premiership.
Labelling it a destabilising issue, Cochrane says his star man's treatment this season had been "ridiculous" and unfair in comparison to other high-profile free agents.
"You can't turn this (club's fortunes) quickly, you've got to do everything right and it's a long-term game plan ... not helped much by continued relentless pressure on Tom Lynch to return to Melbourne," he told SEN on Tuesday.
"All of that sort of pressure on a young club is just breaking.
"He's a decent, fair-minded fantastic guy and the pressure he's been put under and microscope he's under is absolutely ridiculous."
The Suns are expected to fight hard to keep him at the club, reportedly prepared to offer him a 10-year, $7 million deal.
But, given their midfield has been out-played in recent weeks, critics have suggested the money would be better spent in the engine room.
Cochrane maintained Lynch, 25, remained a key component of the club as they sought to slowly build a successful franchise.
"He's lived here since he was 17, 18 ... he's part of the fabric of our club," he said.
"He's so important to our future plans and we're doing as best we can, all we can, to keep the home fires burning and give Tom a clear pathway to what we want to achieve."