After Celtic dominated the headlines for the wrong reasons, chief executive Peter Lawwell made a dramatic U-turn and finally admitted last week's much-maligned mid-season training camp in Dubai was a huge error of judgment.
It was clear the club's decision to travel to the United Arab Emirates during a pandemic was unnecessary, yet they bizarrely proceeded against a backdrop of condemnation.
They have been severely criticised, and it's hard to argue with that. They have a lot of making up to do, especially to their supporters. Many fans are furious the trip went ahead, particularly with the way the team have performed this season and how far they are behind Rangers in the Premiership title race.
The club are adamant it was for "preparation purposes", which looks a bit silly as they are now missing 13 players and their manager due to a positive coronavirus case and self-isolation procedures.
With that they have effectively kissed goodbye to any slim chances they had of retaining their league title after conceding a late equaliser against Hibernian on Monday night.
They've gift-wrapped that luxury to Rangers - it's no wonder the fans are furious and up in arms.
The fans will demand answers as to the demise of the team in a short space of time.
The bigger picture for Celtic after this season's disappointment is what is their vision and plans moving forward?
Neil Lennon, it seems, will be in charge until the end of the season, but then what? Is he the man they want to lead them beyond that?
If the board are looking beyond Lennon then it could get messy, as I would expect a new manager would want to have a major input on new signings. However, if the current manager is still in place, then it could cause issues.
The current squad is in need of major surgery this summer and they face their biggest rebuilding job in many years. Some of the important players' contracts are running down, loanees will return to their parent clubs and new recruits haven't fulfilled their potential.
Ryan Christie, Odsonne Edouard, Kristoffer Ajer, Leigh Griffiths and Oliver Ntcham have entered the final 18 months of their deals, meaning the club must get them tied down to a longer-term contract or cash in this summer.
Each player's value will diminish significantly if they don't re-sign, so for the club to get the best price, selling may be the only viable option. With little or no news coming from the club regarding extensions, it would seem that some will be leaving.
It seemed inconceivable a while ago that a Celtic team wouldn't contain Edouard and Christie in particular, but the dynamics have changed, with both attracting interest.
Edouard has been a shadow of himself at times this campaign and looks like he needs a move to get reinvigorated. As for Christie, his international heroics will have caught the eye of admirers south of the border. Individually, he will look at the success of fellow international players Stuart Armstrong and John McGinn in the Premier League and may well fancy that.
Question marks remain as to whether captain Scott Brown will continue or slide into a coaching role. He's been an exceptional leader for Celtic over the years and will leave big boots to fill. However, all good things come to an end.
Throw in Mohamed Elyounoussi, Shane Duffy - who's had a difficult time - and Diego Laxalt's loan spells ending and there are a lot of holes to fill.
Recruitment is a vital part of every club nowadays and if Celtic are looking at adding 10 or 11 players, that process has to start sooner rather than later.
The recruitment team have a lot of questions to answer as many of the new players haven't delivered. Vasilas Barkas, Albian Ajeti and Patryk Klimala fall into that bracket.
They simply can't afford to get it wrong again as Rangers have left them trailing.
There are some big decisions for the Celtic board to make. As a club they have had unprecedented success. The challenge for them is to regroup and go again, but can they do just that?
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