How the mighty have stumbled.
The narrative around the Hamilton-based rugby team the Chiefs was of plucky players, astute coaching, smart management and underdog success.
No matter the injuries, no matter the size of the challenge, the team performed.
How quickly the image changes.
A homophobic slur, a "Mad Monday" post-season celebration with a stripper and the team’s escutcheon is blotted.
Wholesome young athletes are suddenly not so attractive, and sponsors begin pulling out.
The New Zealand Rugby Union went into public relations mode and launched an "investigation".
The results were announced this week, and raise further questions.
The whole stripper incident remains murky and the union response unconvincing.
Players were alleged to have hired and subsequently licked, groped, thrown gravel at, poured alcohol over and short-changed a woman called Scarlette.
The union said the allegations of sexual assault were found to be groundless after interviews with players, "independent" witnesses and the woman herself.
The witnesses said some players had acted raucously by whistling and shouting but did not crowd around the stripper or expose themselves to her.
But a dispute about payment did take place.
The first point to wonder about is how independent the witnesses at the Okoroire hot pools would be.
Would they in that environment tend to take the side of sporting stars or a stripper?
How hard would they have been questioned when the union’s clear interest was that the damaging accusations had not taken place?
One wonders, too, about team ethos and the incentives for players to stick together in their version of events.
They, usefully for all concerned, agreed to take collective responsibility for what occurred.
At the same time, apart from hiring the stripper, being raucous and having a dispute over payment, we are told nothing occurred.
So why is the union so "embarrassed"? Why are there now "black marks" against all the players?
Why are there "learnings" for the players?
What the union has been able to do is proclaim players had acted inappropriately by hiring the stripper.
It then went on to issue a formal warning to all players, not just those at the function.
Stripping is legal, and it would be surprisingly if management was totally unaware of what might be happening, especially because of a similar function last year.
Allegations of comparable behaviour in 2015 have also emerged, and they were also found by NZ Rugby to be unfounded.
Further, the All Blacks themselves celebrated winning the last World Cup at Platinum Lace, one of the highest-profile strip clubs in London.
While All Black management has said the club was hired as a private venue for the players and their friends, with no regular entertainment, is it appropriate to hire rooms in a strip club?
Indeed, as was said, the precious "brand" has been damaged.
Two major sponsors, including My Food Bag, have pulled out.
But how convenient to blame the players — but not too much.
A bob is had each way.
Those not involved at all would, surely, feel especially aggrieved to be issued a formal warning.
Sports stars in the highest profile sports, mostly men, are well-paid professionals in the public spotlight.
This matter again illustrates serious responsibilities go with that privilege and pay.
They are expected, whether they like it or not, to adhere to higher behaviour standards than other young men.
Boys will be boys is no excuse.
In an arena where the focus is on winning, there are no winners here.