Early last month Wallaby flanker George Smith returned to the field just five minutes after a sickening head clash with a British and Irish Lions opponent.
So much for rugby authorities' soothing words about their appreciation of the dangers of concussion. And so much for implanting a new culture in the game. Past and present players competed against each other to applaud Smith for his supposed courage.
If increased attention is being focused on head injuries, that one episode underlined the head-in-the-sand attitude which continues to prevail among the game's governors and those most at risk of long-term brain damage.
This provided all the more reason for discomfort when a troubling report from a brain expert was released this week. Scottish neuro-pathologist Dr Willie Stewart said he believed he had discovered the first confirmed case of early-onset dementia caused by playing rugby. He drew on an analysis of brain tissue from a former rugby player aged in his 50s. This contained higher levels of certain abnormal proteins, which are associated with head injuries and dementia, than a boxer who had been diagnosed with a type of dementia known as punch-drunk syndrome.