The International Rugby Board (IRB) has come under renewed attack after the ever-widening gulf at international level was cruelly exposed over the weekend.
The proud Pacific Island nations of Fiji and Samoa suffered record defeats in tests at the hands of New Zealand and Australia while Uruguay conceded 134 points in their match against South Africa.
The alarming results immediately sparked fresh calls for the IRB to intervene and help narrow the gap between the haves and have-nots, echoing similar complaints made at the World Cup two years ago.
Although the 2003 tournament was heralded as a great success after producing record profits and a breathtaking final, one aspect of the event left an ugly stain on the game's reputation.
The opening rounds were marred by a series of horribly lopsided results as the poorer countries were unable to field their best players because of problems with their rich European paymasters.
Samoa provided one of the few highlights when they gave eventual champions England the fright of their life in the pool stages, but Saturday's 74-7 loss to Australia at the Olympic Stadium highlighted how far they have slipped since then.
"We need help," Samoan coach Michael Jones said.
"And when you need help you don't go running to the neighbour down the road, you go to your dad first. For us, our parent is the IRB."
Fiji coach Wayne Pivac was also lamenting the widening gap between the top teams after his side was thrashed 91-0 by New Zealand on Friday.
Like Samoa, the cash-strapped Fijians have trouble keeping their best players, who are forced to go overseas to make their living.
"Money is very important in any professional sport," Pivac said.
"This game showed the big gulf between the big boys and the second tier in world rugby."
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World Cup winning flyhalf Jonny Wilkinson will make his first appearance on the British Irish Lions tour of New Zealand on Wednesday, when he lines up against Wellington in a test-strength backline. Wilkinson will start in a backline widely expected to be named for the first test against the All Blacks on June 25.