All and sundry are saying one man cost the All Blacks this test and everyone knows who that was.
Sonny Bill Williams has been hung, drawn and quartered by many after his silly shoulder charge in the first half in Wellington on Saturday night.
Fair enough, it was a dumb and reckless challenge and he deserved to go.
Playing for nearly an hour down to 14 men with their most abrasive ball runner, Jerome Kaino, off the park, it was always going to be too tough a mountain to climb for the All Blacks.
But one has to start looking at the rule book and those who draw it up, and start questioning where the game is heading.
This is not about the Williams' moment of madness. There is no place for it in the game.
But rugby is an aggressive game. By nature, to be any good at it you have to be on the front foot and put your body on the line. Standing back and waiting for it to happen just does not cut the mustard. That starts at primary school and only gets more obvious and crucial the higher up the grades you go.
But a by-product of that aggressiveness is there are going to be some mistimed hits and collisions. There is going to be the occasional high tackle or loose shoulder.
Slowed down into super slow motion they are, of course, going to look ugly.
The winning penalty on Saturday night came from All Black prop Charlie Faumuina tackling his opposite, Kyle Sinckler, in the air.
But this was not malicious. It was not dirty. It was simply a slight bit of bad timing from the big Auckland prop and a bad pass from Lions halfback Conor Murray.
What if everyone jumped into a tackle which they, by rights, could do? It would be even more of a penalty fest.
It was the same when Lions prop Mako Vunikola attempted to charge down a kick from Beauden Barrett. It was wet and he could not stop and clanged into Barrett.
Like Faumuina's effort, it was just clumsy. Hardly an act of thuggery.
Games now drag on for nearly two hours because the referee is spending more than five minutes a game looking at so-called foul play.
Now we don't want to go back to the days of the 1970s when it was outright thuggery but some common sense needs to be found.
As was famously said a few years ago, rugby is not a game of tiddlywinks.
Certainly, there is no room in the game for silly shoulder charges which came from Williams on Saturday night.
But if you take away the ruggedness and physical combativeness of the game it will soon turn into a game for six on each side with people running around in singlets and tight shorts.
And no-one wants that.
Question: Why did you just know it was going to rain in Wellington for the test? Doesn't it always seem to rain in the capital when a big game comes along? Get a roof, perhaps?
And let's not get started on selling half the tickets to Lions fans. Aren't tours about the home fans and winning, not how many motel rooms can be filled, and the economic benefit to the region?