It's because Ashley only cares about margins so he's trying to impress him.
Read latest quotes and as per usual predictable horse s*** coming from that gobshite of a manager.
I read that too, he likes his buzz words, it's like that episode of Family Guy where Lois tries to come up with a catchphrase, can see Pardew coming out after we lose with "it's getting too spicy for the pepper!".
Francine from American Dad, but aye.