Rugby World Cups have a strange effect on this country.
Every four years our national obsession with rugby gets turned up several notches to the point where even Pam at the local florist is suddenly an overnight expert on not only the All Blacks, but All Things World Rugby.
That's why you've got to feel a little bit for non-sports fans during the World Cup. Not in a condescending "how terrible you can't grasp the drama and excitement of rugby's pinnacle event" kind of way, either. It must genuinely be tedious to not be able to nip to the watercooler without encountering someone wanting to enthusiastically debate the merits of a Nonu-SBW midfield combination. It would be like being a Jehovah's Witness at Christmas.
But there's a certain section of the non-sports-loving population that it is impossible to feel sorry for -- those who wear their ignorance like a badge of honour.