Underneath the top flight, the most compelling move of transfer deadline day saw Matty Taylor summon up the courage to cross the divide when Bristol City swooped to poach the prolific striker from bitter rivals Rovers.
Not only did City sign Rovers' top goal scorer, but they also went to great lengths to rub it in after securing the deal.
IMAGE: #TaylorSigns #MakingBristolProud #WelcomeToBristol pic.twitter.com/0EcCtRBJNX
— Bristol City FC (@bcfctweets) January 31, 2017
Indeed, the Championship side used an extremely pithy hashtag while announcing Taylor's arrival on Twitter.
In heralding the signing, City very deliberately 'welcoming' the 26-year-old forward to Bristol -- the clear insinuation being that there's only one club in the city.
Brutal stuff.