Have the Highlanders fallen off the radar? Are they that unfashionable?
They started this round of Super Rugby by maintaining their push for the playoffs with a great effort, but that has been overshadowed by the Blues coaching and injury crises, the handover of Super Rugby power from the Crusaders to the Hurricanes and the Chiefs' meltdown.
In case you don't remember, the Highlanders minced the Sharks 48-15 before setting off for the next away phase of their schedule in South Africa. They ran in seven tries under the roof in Dunedin on Friday night as they restated the merits of team harmony, work ethic, skill and coaching clues.
Do not be fooled by those who deliver an "It was only the Sharks" assessment because the Crusaders slaughtered them not so long ago. Remember it's the same Sharks group who beat the Chiefs this season.
Granted, we all like to see the big names duke it out, those one-on-one contests which were strewn all across the Cake Tin as the Hurricanes raised their levels to ones the Crusaders could not match.
The Highlanders have similar stars strewn across their backline.
However, just for a minute remember the names of the eight forwards who started for the Highlanders. None are likely to get into expanded national training camps this season but they all earned the Freedom of the Octagon when they muscled up to the Sharks: Kane Hames, Liam Coltman, Josh Hohneck, Tom Franklin, Mark Reddish, Gareth Evans, Dan Pryor and Nasi Manu.
They're hardworking locals, discards and rejects - not the sort of names to encourage a stampede at the turnstiles. No rock stars but plenty of rocks.
Statistics show they were edged in the lineout, rucks and mauls yet held firm in the scrum. They ground it out, but what numbers cannot show is the heart and skill they brought.
That's what coach Jamie Joseph and his coaching group will be lauding and building again for the next task against the Lions in Johannesburg.
The Highlanders forwards stayed in the fight long enough so their backs had possession to make their carries and devastate the Sharks with 18 clean breaks compared to four.
This was the seventh win for the Highlanders this season and they have 33 points.
Last year they collected 42 points around their eight victories and held on for sixth place and the final berth in the playoffs.
Their remaining games are against the Lions, Cheetahs, Force, Chiefs, Hurricanes and Blues and a few more wins, some bonus points and that playoff reward should arrive again.
Where would that leave the Crusaders?
Who cares would be the retort south of the Waitaki and in other pockets of Highlanders camaraderie throughout the land.
Their message would be: make your own luck, get your planning and coaching right, pick players who are hungry, on the up and want to play for all the right reasons.