When an event transcends its intended purpose, it comes at a price, and rarely without complication.
In every sense, the Cape Town Sevens rugby tournament, set for December 8 and 9, has filled its boots fast.
It has become the hottest ticket in town and has been a sellout since its inception in the 2015/16 season when it replaced Port Elizabeth as a World Sevens Series event. This year 115,000 tickets were sold but voracious demand continues to outstrip supply.
This year's ticketing system has, however, been mired in controversy with the newly introduced Ticket Lottery and Loyalty programme that was aimed at being "fair" and "fast", provoking the ire of many.
It also carries the criticism that the cheapest ticket is rarely within reach of those who are already barely able to afford one.
EVERYONE HAS A BALL
"The cheapest tickets are R195 and we would say that R195 for eight hours of rugby, plus a couple of hours of entertainment at one of the most sought-after events in South African sports, is actually cheap," said SA Rugby's communications chief Andy Colquhoun this week.
That does sound like considerable bang for your buck, but unless you have the time and the data to secure those tickets, you are likely to miss out.
The event is increasingly seen as a party where rugby happens to be played.
"As an academy we bought tickets the first year. Somebody also gave us a few," said Murray Ingram, co-founder of the Cape Town-based Sport Connect Academy. "The second year we decided not to because we had a couple of funny experiences. You can imagine moving around that stadium with 20 young black kids. We had a weird incident or two and people had to intervene."
GO TAKE A FLYING...
"We didn't go back the second year because we didn't have the best experience.
"Last year CNN came to do a little piece on the kids and they gave us some tickets. The boys went and had a good time but by then they were two years older and bigger, a bit more self-reliant and self-confident."
Ingram hadn't thought of getting tickets this year because it was a mission.
Even those who are able to reach deep into their pockets to travel to the event are not immune to disappointment. Colquhoun admits the system as it stands needs ironing out.
"There is no guarantee. We are over-subscribed. Until you have confirmation you are at risk if you do go ahead and you make those bookings."
As a result some tour operators are hopping mad.
"SA Rugby were pathetic as always, avoiding the questions about price and when tickets would be available," fumed operator Steve Braham.
"Computicket Corporate originally said they were not handling tickets this year and I must contact SA Rugby, who then referred back to Computicket. The right hand had no clue what the left was doing. This was six months back and we just waited.
"Then Computicket contacted me. We could purchase 50 (tickets) per day and informed R325 per ticket plus R70 admin fee. Then two weeks back I get invoiced for the R325 plus admin plus a tariff of R400. We now had to advise clients who, as you'd expect, were furious and had cancellations, and credibility of my company questioned," said Braham.
"If this is what they're doing for sevens can you imagine the Lions tour in 2021? Where must I estimate ticket cost minimum? R2,500?
"Basically it is like 'how can we exploit loyal clients with 150% mark-up?'.
"They are trying to do what Twickenham has done: get a monopoly and control pricing while closing small operators like me down. We have loyal clients who like our personal service and not the big guys."..