As sure as night follows day, every so often an academic will come out with a statement challenging the accepted norm around an issue, before sitting back and watching chaos ensue.
It's particularly effective around issues of race or race relations, as has been evidenced again this week by the outcry following comments by Auckland University of Technology professor Paul Moon, who tagged the phrase "Maori child abuse" as racist, and one which placed a stigma on all Maori.
Professor Moon has asked media and government agencies to stop using the term.
His statement has been supported by Race Relations Commissioner Joris de Bres, although it has been criticised by Ngapuhi elder David Rankin, who claims the phrase is an "accurate reflection of what some Maori are doing to their children".
The key word here is "some".