There are some not-so-subtle diversionary tactics being deployed around Villa Park; we've only just entered March, but it seems the club has its focus firmly on the 2012-13 season already.
Whether this is excellent forward planning, or a way of trying to ignore the stagnant nature of our current situation, I haven't yet decided.
"It's one of those seasons you want to get out of the way and get through it."
That was Villa striker Gabby Agbonlahor a couple of weeks ago. I recognise that feeling. Watching Villa this season has been about little more than that - gritting the teeth, bracing for the worst, relief when it's all over.
But while it's acceptable for disillusioned fans to feel this way, it's a surprise to hear a player comment in this vein. There's still a bit of work to be done yet, Gabby, and while there isn't a lot to play for in terms of excitement, there still is a lot to play for. Staying in the Premier League, for example.
Agbonlahor is not alone, however. There has been a definite, 'we're looking forward' message emanating from Villa in recent weeks. The announcement of a new (and very lucrative - well done to the much-maligned CEO, Paul Faulkner) kit deal with Macron; Alex McLeish's US visit to spend time trading coaching tips with his opposite number at the Cleveland Browns; the early promotion of season tickets for the 2012-2013 campaign.
Then there have been McLeish's musings on his transfer and recruitment plans for next season. Yes, his plans. Apparently, targets have been identified, and while the manager admits to be perhaps only being able to sign a couple of players who will 'cost money', there's good value to be had among the list of Bosman frees. Names have been named internally, it's been speculated.
One of the players linked already is the Croatian striker Ivica Olic, so impressive when he played for Hamburg at Villa Park in the Europa League a few years back. At 32, Olic is past his prime without a doubt but may still retain that touch of quality and inspiration that Villa are lacking.
And so the message seems loud and clear, at least to me. 'We know you're not happy,' say Villa. 'But this is how it is, and we're moving on regardless.' My interpretation is that Villa's management are more than aware of despondency among the supporters, but they are prepared to accept a disappointing and difficult season so long as the club remains on course with its longer-term strategy - to reduce wages, balance out transfer spending, increase revenue and generally move towards a self-financing model. With the announcement of losses of £53 million, fiscal over fantasy football is a must.
That may infuriate those who protest against McLeish's continued employment. Their dissent is heard but will not influence. Agbonlahor is right: we all want what he wants - to get the season done and dusted, and start all over again.