Rodeo. The word alone is enough to ignite a firestorm of discussion and debate.
Indeed, there seems to be little middle ground when it comes to the world of bull riding and barrel racing, especially at a time when its mere existence is being questioned by a vocal animal welfare protest movement.
Passionate fans and those involved in the industry provide a stout defence of rodeo as a legitimate sport.
They maintain the welfare of the animals involved is paramount, that rodeo participants - like farmers - are animal lovers, that instances of animal injuries or deaths through rodeo are statistically extremely small, that their business is intensively, and independently, scrutinised.
In short, they think rodeo is here to stay, and its entertainment value and strong community links make it an important part of rural New Zealand.
At the other end of the spectrum is the growing - at least in profile and impact, if not sheer numbers - number of protesters who are calling for the sport to be banned.