Is the Springboks-Ireland rivalry merrily on its way to eclipsing the enduring hype that accompanies a Test against the All Blacks?
Some Irish scribes allege it's a narrative that's popping up far more regularly ahead of July's anticipated white-knuckle series on South African soil.
It's certainly a narrative driven by Ireland's lingering disappointment at an early World Cup exit last year (while the Boks, whom they beat in the pool stage, won the title) as well as the traction of the URC.