I think Ashley is good for Ashley tbh and not much more.
Never heard of him or his shops until he took over NUFC now he`s famous (The accompanying publicity is of course a completely accidental buy (freudian slip) product.)
If he breaks even selling the club he profits by publicity.
I cannot see another reason as he appears to have absolutely no interest in football.
It`s purely business with him and nothing more. Let`s not forget that his business is Sports Direct.
I think he sees NUFC as somewhat of a play thing.
I know two who have worked at SD head office for years and he gets off on being controversial.
The day Allardyce got sacked, he announced it to the trading floor before he rang fat sam and invited the staff to listen in. Ge then proceeded to ring Sam, tell him he was sacked, put the phone down and burst out laughing.