Sock also mentioned, several times, that it was his first match this year, which conveniently overlooked his Hopman Cup stint last week in Perth, which included two tight sets against Roger Federer and a three-set win over ASB Classic quarter-finalist Karen Khachanov.
Serena Williams got blasted last year for her performance in Auckland but this was different. Williams didn't cope with the conditions and played some dumb tennis, but Sock just didn't turn up mentally.
Sock's overall conduct also raised eyebrows with tournament officials, stakeholders and sponsors. He didn't do any media before the tournament, the first defending champion in recent memory not to face the press.
Sock also cancelled a scheduled sponsor appearance at the last minute, and took an unnecessary doubles wildcard (meaning a local player couldn't use one) when he could have signed in and entered with his doubles ranking.
Sock was believed to be upset at not being scheduled at night on Wednesday, even though most of his matches last year here were during the day, and he left the arena less than an hour after his match had finished, on his way to the airport.
And remember Sock was getting paid a significant five-figure appearance fee, as well as collecting US$8565 ($11,904) as a second round loser.
It's small beer for a guy who banked around $4.7 million last year, but the fans, sponsors and television audience around the world deserved more. Much more.
Sock's conduct was surprising, especially as this is the same player who got off his sickbed to play in the semifinal and final in 2016.
What is just as disappointing is the failure of the ATP to take any assertive steps in this matter. They were mute, even though it was obvious to all in the stadium that something was amiss. The governing body's stance over the player withdrawal issue that dogged the ASB Classic on Monday and Tuesday was also toothless.
The ATP has always been seen as a player-focused organisation, but at some stage they have to take a stand.
The conduct of Sock's compatriot Ryan Harrison, as well as eighth seed Andrey Rubleev was highly disappointing. It's understood that Harrison's coach didn't even make the trip to Auckland, while Harrison arrived, told organisers he was too tired to play and left later that same day, making sure he picked up his US$5075 ($7048) cheque in the process.