Zac Guildford sells newspapers.
Whether he likes it or not the boyish looks and vagaries of form and conduct pique readers' interest like little else.
In a TV interview last year he seemed bemused that every time his name was used by media it was prefaced with the word "troubled". Troubled Zac, troubled former All Black, troubled former Magpie.
Sure the word's overused, but he didn't dispute its appropriateness.
As of this week, he's a troubled former NSW Waratah.