The edict from the New Zealand Rugby Union to All Black coach Graham Henry - behave less like a headmaster - would be laughable if it wasn't also a touch tragic, not to mention late.
As reported in Sport, the NZRU are on a charm offensive, seeking to improvethe game's public image after fans have voted with feet and eyeballs, leaving gaps in stadia and TV viewing figures.
Rugby has also suffered from a debilitating perception that the rules have made it too complex and boring. That the NZRU is moving to fix the problem is commendable. Less so is the fact that it has taken so long.
Through 2008 and last year, critics and fans were clear about the issues and the steps needed to fix them. The NZRU itself says the problems date back to 2005.
It has taken the NZRU this long to swing into action (if it can be called that). In doing so, they have made sure no one is exempt, including Henry and fellow selector Steve Hansen, who has been told to act less like a policeman.
Some rugby fans who do not like Henry's dour mannerisms might agree. But the simple fact is that winning is still the best therapy, the best "image".
If Henry, Hansen et al deliver the 2011 World Cup to fans thirsty for success, his presentation, expression and the need to be "more happy and smiley" will not matter at all. Deliver the World Cup and Henry can act like a cross between Goodbye, Mr Chips, Genghis Khan and Jabba the Hutt - and no one will care.
