It began in Christchurch with questions around the scrummaging of the Crusaders. That was fair enough to some extent, but when he piped up again after the loss to the Highlanders about a possible obstruction in the build up to Waisake Naholo's try, a few alarm bells started ringing.
It was no biggie he said, before talking for almost two minutes about how Lions second-five Robbie Henshaw was blocked in his efforts to get to Naholo.
Not a major incident, though, he repeated before bringing it up again the following week, this time to say he'd had confirmation from the review of the officials that night in Dunedin, that it shouldn't have been a try.
Then ahead of the game against the Maori, Gatland brought up, via the UK media, his concerns about blocking in general. He had seen too much of it on the tour and he needed to have a word with the referees about it.
It's one thing to exert pressure on referees but another again to do it and then not believe the New Zealand public are smart enough to work out that you are doing it.
It was the second part that irked because in fairness to Gatland, he was right about the number of times New Zealand players were deviating off their line to 'get in the way'.
And now he's gone to the next level and accused the All Blacks of having some kind of plan to damage Lions halfback Conor Murray in the first test. According to Gatland the All Blacks were throwing themselves at Murray's feet after he kicked the ball on Saturday night, with what intention he wasn't clear...but the implication being that they hoped to inflict some kind of physical damage on the halfback.
It's reached the point when it is maybe best to just shake the head and smile and realise that this is the painful unravelling of someone under too much pressure.
Rugby needs a bit of pre-game theatre and some verbal jousting between the respective coaching teams. It deepens the package - brings a bit of life to things as long as no one takes it too seriously or says anything well off key.
What rugby doesn't need is the most experienced international coach in the game continuing to bully referees. It doesn't reflect well on Gatland or the Lions and having lost the first test - ultimately by a reasonable margin - it smacks of this being a cheap shot thrown in desperation.
A Lions tour is a wondrous part of the rugby landscape. They have been embraced wherever they have gone in New Zealand and while they lost at Eden Park, they scored one of the best counter attack tries in history and with that they won respect and admiration.
The series has potential to be one of the greats and the Lions can still leave New Zealand with their heads up, but not if their coach continues to make accusations about the playing ethics of the All Blacks.
