Alas this has always been the case and will continue to be.
Quite staggering how many times he's played fans by pretending he's going to sell up. Well, either that or he/they just couldn't quite get a deal done, repeatedly, for 10 years.
Isn't this the 7th time he's tried to sell the club, since he bought us? Upshot is that no-one will end up dealing with him, because he can't be trusted.