The advent of Maori language week, for the 40th time since it was first rolled-out in 1975, will again fire debates over the worth one may get out of learning the language.
Coinciding with this is the Maori Language Commission's setting of a goal that every Kiwi who doesn't know Maori shall learn one word a week for the next year: Te kupu o te wiki.
This may be a subtle prod at those who have been slow on the uptake when it comes to understanding or even wanting to understand the language which, whether they like it or not, has one way or another been part of their lives since the day they were born.
The commission has concerns that the usage of te reo Maori is not "where we would like it to be", in the words of senior communications adviser Gareth Seymour, and the current 12-month goal can be taken in context with a Government Maori language strategy revised in 2003, stretching out a quarter-century to 2028.
Stopping well short of determining that most Kiwis should learn to speak, read and write in Maori, they should at least value the language, with a "common awareness of the need to protect the language".