THERE is no denying Chris Gayle's behaviour during Monday night's off-field Big Bash League interview with Channel 10 reporter Mel McLaughlin was out of line.
Moments after he produced one of his best BBL innings - a whirlwind 41 from 15 balls that set up his Melbourne Renegades for a big win - Gayle undid his good work with stupid comments (he has since been fined $10,000).
I do not condone his attempt to pick up McLaughlin on-air (while she was working no less), but why is this an issue now?
Gayle has made comments like these for years.
In 2012 he suggested "looking after" Fox Sports presenters/journalists Jessica Yates and Sarah Jones after he played a game for Sydney Thunder.
In 2014 a female reporter asked him about the "feel of the pitch" and he replied "I haven't touched yours yet so I don't how it feels".
His Twitter and Instagram photos are full of suggestive comments about women, and has featured Gayle sharing elements of his lifestyle - mirrored roof, a pole in the bedroom and so on.
Gayle has always marketed himself as this "ladies man" who lives life in the fast lane.
Commentators, both in media and online, have celebrated his exploits and made lewd jokes about groin injuries, his attitudes towards women, and his social media exploits.
This will hopefully be the line in the sand; the moment when fans no longer accepts that behaviour from professional sportspeople who, whether you like it or not, are role models.
If anything, Monday night's incident was the perfect time for families, particularly young males, to address attitudes towards women.
While the fallout continues, it is the perfect opportunity for parents to tell their sons that this is not a way to act, and to have more respect for not only women, but professionals in their workplace.