Henry Jones opener and a late Danny Rowe strike consigned Hartlepool United to yet another National League humbling.
AFC Fylde midfielder Jones popped with a 39th minute strike to open the scoring before Rowe netted with time ticking away, to ensure Pools have lost four of their opening six games in the sixth tier.
The first came just six minutes before the break. And it was difficult to say it wasn't coming for the visitors.
A Scott Harrison mistake on the left-hand side of the area allowed a low cross to come in and Jones made no mistake, guiding home from eight yards for the easiest of finishes.
Looking for a reaction after the break, having been booed off at half-time, things didn't get much better at all.
Pools were still second best, failing to muster a single shot on target in the encounter .
Even a final throw of the dice by Harrison late on, with Devante Rodney and Lewis Hawkins coming on, did little to lift the performance.
A second was added with less than 10 to play as Fylde sealed their first win of the season via last season's record breaking striker Rowe.
Six games. No wins. Just when you think things can only get better, things get a whole lot worse for Pools.