Bonkers. Does he really need to pay an image consultant thousands of pounds to tell him not to swear on court (which I for one wouldn't mind if it actually helped him play better) or are they just there to clear up the doo-doo afterwards?

More to the point, isn't that the kind of thing Apey is there for in the first place? If he's not happy with his PR, he should be replacing his current PR people with new ones, not taking on yet another set of time-wasters and thus throwing good money after bad.