Yet the segment has caused a storm, with the likes of Nigel Vagana, Frank Puletua and Petero Civoniceva criticising its airing with varying degrees of displeasure. Tagataese's wife labelled it "casual racism". Fox Sports has taken down the video and apologised, following the standard demonstrations of contrition for our age, and for most columnists it would be a subject to avoid with a barge pole rather than dissect and rationalise. When we don't understand changing community standards, we often resort to saying sorry and vowing not to do it again – without really understanding what 'it' is. What the hell – as usual, Discord is going to wade right in. As a radio commentator, I have spent most of my career expending zero effort in trying to correctly pronounce difficult names. I have been guilty of stumbling over the names of Polynesian and Melanesian players and then laughing goofily on air. The task was made more difficult when the players themselves attempted to anglicise their surnames – and at one point the three Mata'utia brothers each reputedly preferred a different pronunciation of the same last name. As recently as this year I decided it was amusing to call the Wests Tigers forward "Ava See You Man, You're A Fun Guy".

But even as people on Twitter assured me that there was nothing offensive about the wordplay, I felt a twinge of guilt. "It's the same as saying Terry Lamb named his son Shaun!" I was assured by someone from the anti-political correctness brigade. "The same as writing the story about the Irish international Wayne Kerr!" But it's not the same, see. Because if you call someone a bastard, it's OK. If you call them a red-headed bastard, it's still OK. Even a fat bastard (so far; I'm tipping by the time I die that will be unacceptable too). But throw in a racial epithet and it is completely unacceptable! That's why Shaun Lamb and See You Man You're A Fun Guy are not the same. It's OK to highlight differences among the entitled majority in society but not differences between that group and the minority which has historically been repressed in some way and is still seeking true equality and respect. It's not even. That's the most important thing to understand if you are mystified by the rapid changes in our community standards in this areas. There's a historical wrong which those of us with white entitlement have to address.

The Black and White Minstrels, Mahatma Cote and Love Thy Neighbour have all fallen victim to this process: the need for the entitled majority to make the minority feel more welcome, less isolated, equal. The rules are not equitable, they are one-sided, and that's because until now they've been unfairly weighted in our favour. That is completely fine with me. I accept the responsibilities associated with being part of the white majority include not highlighting differences between myself and minorities in the cause of getting a cheap laugh. I understand many readers despise this process, this attitude. But it is real and it's a demonstrable society-wide trend and you won't stop it. As I said, I'm on board. My own attitudes have and will evolve in this direction because it feels fair and reasonable and kind. I will work harder to learn Polynesian pronunciations during the World Cup and onwards. And I'll be referring to him as Ava Seumanufagai. Podcast here