Bitter Indian fans have expressed outrage at an image of Australian allrounder Mitchell Marsh celebrating Cricket World Cup victory with his feet up on the trophy - but most of the rest of the world wonder what the problem is.
Hosts India went unbeaten through the tournament, but stumbled at the last hurdle, when they lost to the Aussies by six wickets in the final at Ahmedabad.
In a nation where cricket is religion, the result was difficult to swallow - like the All Blacks losing a Rugby World Cup here in New Zealand - and the social media post of Marsh using the trophy as a footrest tipped many fans over the edge.
The image was viewed more than 4 million times, with comments branding his antics "disrespectful", while one called for a lifetime ban from Indian cricket, where Marsh has been a regular fixture in the Indian Premier League.
Elsewhere, the Indian reaction has been branded as sour grapes over another missed opportunity to raise a major cricketing trophy.
"To tell the truth, when I first saw that photo, I didn't understand there was an issue with the Indian people and different culture," rugby league coaching legend Sir Graham Lowe told AM.
"I can also understand the player sitting back, relaxed, feeling so super-pleased with himself and his team, putting his foot up... it happened to be there. I'm certain he would never want to disrespect anybody or the game.
"It's just one of those things."
Auckland councillor Josephine Bartley observes: "We have a saying in Samoa... that means disrespectful, but also not thinking.
"He didn't think about what he was doing."
Sir Graham will have seen quite a few trophy celebrations over his career, which included NZ Kiwis victories over Australia, English championships with Wigan and State of Origin success with Queensland.
"You've got to remember, there would have been quite a bit drunk out of that trophy over the years too," he added. "It's not only a footstool, it's a big wine glass."
Former Olympic footballer and AM news reader Michael O'Keeffe shrugs off the issue.
"It's sacred because they haven't touched it since 2011, the Indians that is," he offered. "Storm in a teacup.
"Come on India, be better."
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