West Ham manager Sam Allardyce has launched a passionate defence of his style of play, saying: "We have played like Swansea."
Hammers supporters have been quick to voice their displeasure this season with what they have seen as some less than attractive football played by their side.
Allardyce has a reputation for substance over style, but the former Bolton boss, whose side sit third in the npower Championship, claims he is not satisfied unless the fans are excited.
"That's what we have to do," he told the Daily Mail. "We are here to create, inspire, to fulfil people's dreams.
"That's what I am about. I am a creative person. My mind doesn't think about boring logistics. I want to do something different.
"Footballers respond to atmosphere. Atmosphere comes from bums on seats. Bums on seats create expectation. We have to deal with that."
One side to have attracted positive notices for their style of play this season are Swansea, who have taken the Premier League by storm.
Asked whether his side could play like the Swans, Allardyce said: "We have played like Swansea. At Watford (4-0), at Nottingham Forest (4-1), Portsmouth at home (4-3), the second half at Peterborough (2-0)."