The All Blacks and the haka go hand in hand. But how much longer should it stay that way?
Kiwi rugby fans are no strangers to hearing calls from the UK and Australia to red card the All Blacks' traditional pre-game challenge.
And those sentiments from offshore are again echoed in respected British journalist Peter Bills' new book The Jersey.
But for the first time those who have actually performed the haka proudly also reveal their frustrations about the growing use and prominence of the haka.
Before his death last year, Sir Colin Meads told Bills he believed we were becoming "haka-ed out", while former test prop Kees Meeuws said its overuse had led to it losing its mana.