The Lions were whingeing at perceived Maori illegalities within minutes of the start at Waikato Stadium, according to outstanding flanker Marty Holah.
And chief among their beefs with the match officials was what was being allowed to happen at the breakdown, where Holah was the standout operator, shading the hardworking but outplayed Martyn Williams.
"I think it's been pretty clear in the last three games that New Zealand teams are more physical at the breakdown area," Holah said.
"They certainly flew in there in the first 20 minutes but we just kept on trying to hammer their rucks, and to be honest I'm pretty sure they don't like it that much. They were pretty vocal about it to the ref - they felt that we were cheating."
Holah had some sympathy, but believes the Lions simply have to pick themselves up and play smarter, more aggressive rugby.
"I guess you feel you're getting under the skin a bit," Holah said as the Lions' grizzles mounted.
"Obviously it's a frustrating area of the game and I know if it doesn't go right for our team it's something you start to whinge about.
"It's a fact of life, if you don't clear bodies at ruck times you're going to struggle."
Holah, unwanted by the All Black selectors for the June 25 first test, reckoned the Lions began with impressive intensity but believes they are not coping well with the demands of tackled ball situations out wide.
"They're just not used to teams coming back at them. They're used to teams tackling and fanning out, and we're getting two guys in there to fight their rucks," Holah said.
What happens when a player is tackled and goes to ground is the most contentious aspect of rugby's laws.
It is an issue of interpretation; who has the rights to contest possession and what both the tackler and the tackled must do in the moments after they have gone to ground. And that interpretation varies greatly between the two hemispheres.
Lions coach Sir Clive Woodward said the first point for his management to resolve was whether it is a technical problem or if they are getting the right number of players to the breakdown.
His coaching staff includes two former flankers, England international Andy Robinson and Welshman Gareth Jenkins. "I've no doubt we've got the personnel in the tour party to deal with it, and we have to look closely at it," he said.
"There seemed to be more black shirts than red yesterday.
"Marty Holah had a fantastic game. They are spoilt for choice in that position."
Woodward said one point they needed to consider was the merits of getting more players to the breakdown if the ball had already been won, but not released.
Was there any point in putting more bodies there if there was little chance of getting the ball, and risk leaving the defensive line shorthanded?
On one point Woodward was adamant: it's time to put up and shut up.
"We need to stop making excuses. We've had three games and we knew what it was going to be like."
Williams, Lewis Moody and Neil Back, who gets his first run after suspension against Wellington on Wednesday night, seem the three alternatives for the No 7 job in the first test.
Welshman Williams, who had a fine Six Nations Championship, hoped the events of Saturday would "have done us the world of good".
"You can't blame the referee. We need to adjust our game.
"No way could we come out here and hit the ground running.
"These are lessons we need to learn from."
Holah: They whinged when we hammered their rucks
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