On the Highlanders' own Facebook page fans lined up to vent their feelings with more than 100 comments during and after last night's loss to the Crusaders.
While some commenters implored fellow fans to keep the faith, others said they were disappointed by a perceived lack of pride in the jersey.
"Well it looks like the stadium for the next game may be fairly empty and who could blame the fans," commented Terrie Parsons.
"We have had seasons tickets for the past 3 years and I can safely say definitely not next year, honestly who wants to pay that amount of money to continually watch our team get dicked each week. What has happened to the southern pride Jamie?"
"Highlanders have no guts or heart where's the good southern team gone?" commented Craig Wells.
Lynn Hunter replied: "Maybe that's the problem... Maybe we should get rid of the imports and get some true southern Otago/Southland country boys back in the team."
Coach Jamie Joseph and his support team are firmly in the crosshairs of fans seeking solutions to the team's woes.
"Jamie Joseph's a great coach!!!! He's alienated the Highlanders from the home regions, replaced Simon Culhane a great rugby brain with a sky sport commentator, turned the team in to a Hurricanes B team and on top of that we're 0-8. I'm sure that was his plan all along. He's gotta go," wrote Dermot Hughes in one of a number of comments calling for a change of coaching staff.
The general mood that the 2013 season is a complete write-off was perhaps best summed up by Eric Neilson.
"Still have faith for 1 win don't care about the Super Rugby playoffs anymore just for the love of god get 1 win!!!"
