Some of the teams and games are great, but others just seem to have completely the wrong attitude, preoccupied with milking a foul rather than continuing with a great attacking opportunity.
There's a whole raft of examples, but some of the worst behaviour comes from some of the greatest players on the planet.
Luis Suarez, the Uruguay star, can drop like a stone when touched by an opponent, apparently maimed and lying motionless, briefly, until shamelessly leaping to his feet to play on as soon as the referee has ignored him.
Suarez hit global fame at the 2014 World Cup in Brazil, after biting an Italian opponent in a crucial group fixture. Yes, biting on the soccer field.
Suarez is highly skilled at it, his ability to bite someone on the run, on the shoulder, while his target is bouncing around is incredible. To execute that bite, without smashing one's teeth on the victim's bony shoulder complex must have taken years to perfect.
Cristiano Ronaldo previously crowned the world's best player, is also expert at milking a foul from the referee and has successfully demonstrated that again in this Cup.
And then we have the arguing with the ref. This week we saw it epitomised by the Colombians during their match with England.
The disgraceful chasing, the haranguing of the referee, with the Colombian captain Falcao violently screaming in his face, was horrific.
I can't get my head around that. What do they think they are going to achieve? And what impact is this behaviour having on all the impressionable, passionate young soccer fans around the world, watching their idols carrying on like this?
And what is even more baffling, is why do Fifa and their referees, allow it to continue?
Everyone just seems to ignore it, heads in the sand, commentators, football fans, administrators, everyone – it is bizarre, and it has been going on for years, just Google Jurgen Klinsman from the early 90s and you will see.
Beautiful game? That's debatable.
After the 2010 World Cup, many French followers decided they had had enough, embarrassed by their nation's team kicking out their own coach and derailing their nation's chances in the tournament.
Afterwards there was quite a shift toward French people and businesses wanting to align with rugby, and the perceived more honourable behaviours that it portrayed.
We even see it here locally, with provincial rep soccer coaches repeatedly getting banished from the sideline for yelling and screaming at the officials.
You seriously have to wonder what influence that sort of culture is going to have on the development of a young person coming through that environment.
So let's hope the shocking sportsmanship at the Cup can be put to one side, and we see a great finish to the tournament over the final week.
With half the remaining eight teams having never won the cup, we might see a new champion, which would be massive for whichever country achieves it.
• Marcus Agnew is the health and sport development manager at Hawke's Bay Community Fitness Centre Trust and is also a lecturer in sports science at EIT.
