Of all the boobs to make, why oh why did All Black Piri Weepu get caught feeding his baby girl with a bottle?
He would have been better off getting busted for more traditional bad boy rugby player behaviour like wreaking havoc in the Pacific Islands a la Zac Guilford, or hitting a team mate across the head with a hand bag like Tana Umaga.
If he did, then the fall out would have perhaps been less extreme than what he's copped in recent days.
But oh no, Piri goes and takes on - unwittingly, remember - the breast is best brigade. Some of this lot are a far more scary bunch than any front row forward Weepu has had to deal with I'm sure.
So I'm making light of a serious subject. But this whole situation Weepu found himself in is ludicrous and deserves having the mickey taken out of it.
The main criticism of the blink-and-you-miss-it snippet of him bottle feeding his six-month-old daughter, Taylor, in an anti-smoking ad came from La Leche League, a pro-breast feeding organisation.