Mat's a hero - oh, and yes, he's been stood down from his job by Waikato Regional Council for getting involved.
Meanwhile, Sanford and Moana NZ have come up with a scheme to limit the number of Maui's they bump off, and it has a timeline stretching to 2022.
Bizarrely, they have had praise heaped on them, and the TV news delivered them a PR coup.
The question is: Why did they wait until there were just 63 Maui's dolphins left before taking action?
And why hasn't the government done more to protect the world's smallest and rarest marine dolphin?
The answer is that they are not important enough; they are too far down the food chain and the priority chain.
If it is the price of saving these creatures, I will gladly give up eating fish.
Call me a softie, but every time a species is homo sapien-ised into extinction, the world seems a poorer place.
I have this strange notion that Maui's dolphins have as much right to exist on this planet as we have.