The decision to stage the Under-20 World Cup in New Zealand in June made about as much sense as the proposed Qatar World Cup in 2022.
Actually, that's a bit harsh. The choice of Qatar as tournament hosts, especially with the original summer parameters, ranked as one of the worst decisions of the past few decades, alongside Coke's call to change its recipe in 1985 and Decca Records turning down The Beatles.
But the point needs to be made. The recently-concluded tournament in New Zealand didn't reach its potential, mainly because of a poor call around timing.
It feels like a missed opportunity. The teams produced some spectacular football but the event never quite captured the public's imagination and certainly didn't draw the crowds it deserved.
Granted, the Local Organising Committee were unlucky with the weather, particularly in Wellington, but June was always going to be a gamble. Sitting in the North Harbour Stadium wind tunnel, accompanied by icy rain for many of the games there, was unpleasant. And it meant the carnival atmosphere never really took off.
One of the saddest sights was outside Waikato Stadium an hour before New Zealand's clash with Portugal. A futsal pitch had been set up, together with other fan-related activities, but they were empty. Why? Well, it was dark, cold and raining.
The tournament was well supported by football folk but the weather discouraged casual sports fans.
The tournament attracted average crowds only slightly larger than the 1999 Under-17 World Cup, which is extraordinary. The under-17 event is a harder sell, had little marketing back then and was staged when New Zealand's football culture was less omnipresent - but it was held in November.
Sure, June or July works well for Fifa between Northern Hemisphere club seasons but they have been flexible in the past. In 2009, the Under-20 World Cup was held in September-October and other examples include 2003 (December), 1999 (April), 1995 (April) and 1993 (March).
June was also far from ideal as sporting minds here focused on the finale of the Super Rugby season (and All Blacks intrigue), the Warriors, State of Origin and the Black Caps tour of England. It squeezed media coverage and attention on the tournament.
Organisers had two far superior options - either in April, after the Cricket World Cup, or in November, when the major codes are finished and spring is in the air.
Those times might mean some players wouldn't be released by clubs but we are talking about a minority and not something that would affect crowds or interest.