Listening to Big Dell on the KOKO show, he spoke particularly on just how big Jonah Lomu was, both physically and metaphorically, at the time he was possibly the biggest name in either sports, and all the NRL players wanted a chance to feature in that Bledisloe and have a go at him. For whatever reason, these days rugby, particularly in this part of the world just struggle so much with marketing their star players, it's a huge part of engaging with your fan base, and adds an extra level of credibility to your sport and brand. The All Blacks as an example though, hate nothing more than a player showing some personality and rising above the "brand".