Albion might not be doing a bad bit of business as they bank more than £2 million for selling Will Buckley today.
Not going on what he produced last season anyway.
But the cumulative effect of another star name leaving will go down like a lead balloon with many Seagulls fans.
Another big player in what will probably go down as a mini golden era under Gus Poyet is on his way.
And, while they are assured hard work is being put in to sign players, that has to be unsettling for fans.
Albion have already replaced Tomasz Kuszczak, Matt Upson, Ashley Barnes and, to a degree, Liam Bridcutt, the latter through promotion in-house.
They may well secure replacements who are as good as Buckley, Leo Ulloa, a fit Andrea Orlandi, an on-song David Lopez and loan stars Stephen Ward and Jesse Lingard.
When and if that happens, the top men at the Amex will be lauded – and rightly so.
Just as they have been praised for the huge progress the club has made in many areas in recent years.
But fans have seen many of their favourites go in the past few months and that has to be disconcerting.
Buckley ranks among those favourites, even though last season (apart from the two games against Bolton) was largely a non-event for him.
His place in club legend was secured, of course, by two goals on his debut on the opening day at the Amex in 2011.
There were fabulous moments throughout his first two seasons in Sussex.
Hauntingly, his final act for the club came in identical circumstances to his debut, getting off the bench at the Amex in the first game of the season with his team 1-0 down to dogged opponents from Yorkshire.
But this time there was no magic.
At his best Buckley was among the most entertaining players Albion have fielded in recent years.
He could – and still can – beat players with ease. He can score crucial goals.
Off the pitch, he always came across as a quiet, polite and thoroughly pleasant young bloke.
Which doesn’t matter an awful lot on the field of play.
But it makes you hope he goes on to fulfil his potential.
Buckley lost momentum with the Seagulls a little while ago.
But the timing will make his exit hard to take for many supporters.