Jim Hamilton's verdict on the four-Test Greatest Rivalry series is glowing — 'the elite of the elite' — but his broader argument is that rugby's administration is failing to capitalise on what its players are producing. His central grievances: the Baltimore Test being halted for 15 minutes due to a communications failure in a market rugby is desperately trying to crack; World Rugby repeating the 2023 mistake of bracketing the two best teams in the same quarter-final draw; and rights holders pulling down viral content — including a million-view clip of Ma'a Nonu performing a haka — that was doing rugby's marketing job for free. Hamilton contrasts rugby's 'scatter-gun' global strategy unfavourably with the NFL's methodical international expansion, and argues that until the business side catches up with the on-field product, the sport risks squandering its best era.