Even All Blacks coach Steve Hansen has said that he expects the Lions, whatever else they say to the contrary, will revert to a simple, low-risk game favoured by Wales.
No coach enjoys being pigeon-holed like that - it implies a lack of awareness and flexibility, qualities that Gatland clearly has displayed to have enjoyed such a long and illustrious career.
There is the implication that his rugby teams lack variation, creativity and subtlety.
Understandably he doesn't see that as being a fair representation of how his teams play.
Gatland says he's made it clear to his Lions squad that they have a licence to express themselves; to be creative and spontaneous.
"The message to the players is that we want to play positive rugby and move the ball and create chances," he said. "To match the All Blacks you have to display a bit of x-factor and that means an offload or something that is a little bit outside the box.
"The players have to back their ability. We don't want to be prescribed and play by numbers. They have been encouraged to demonstrate their level of skill and hopefully we can do that on Wednesday."