By his standards, this one was on a topic others might consider mundane: rules.

The focus of Gould’s diatribe was a decision to disallow a try to Wests Tigers hooker Api Koroisau in their loss to the Broncos last month. Koroisau had tried to reach out and ground the ball on the try-line, but was ruled to have lost control of the ball.

“Our game’s so stupid,” Gould said. “You can lose the ball over the line and it costs you 20 metres and seven tackles. Why?

“I don’t know because it’s stupid, but I can just take a line dropout, and it goes out on the full ... no consequence. It’s nothing at all. What sort of stupid game is this? Who sits and makes up these rules?”

Why is Gould being punished?

Well, because not only is he a media commentator, but he’s also a top-level executive from one of the game’s biggest clubs, the Bulldogs.

Since 2021, Gould has been the Bulldogs’ general manager of football and has gone about rebuilding the struggling club from the ground up. He’s particularly driven a regeneration of the club’s pathways (a specialty of his), but also undertaken a complete roster overhaul of the NRL squad with not a single player from Canterbury’s top 30 roster three years ago still at the Bulldogs.

But in his role, Gould is also a registered official liable to the NRL’s code of conduct, which covers a whole range of matters, from prohibiting betting on matches to behaviour and public commentary about the game.

It states, “no person bound by the code shall engage in any conduct which is detrimental to, brings into disrepute, is inconsistent with, is contrary to, or is prejudicial to, the best interests, image or welfare of the ARLC, the NRL, the NRL competition, the related competitions, the representative competitions, the clubs or the game”.

The NRL was particularly incensed with Gould’s use of the word “stupid” at a time when the NRL has been shouting from the rooftops its crowd figures and television audiences are the strongest to start the season. It might be the halo effect from the Las Vegas season opener, it might not.

But in a media release, Abdo said he welcomed “constructive criticism and passionate debate”, but described Gould’s sermon as a “destructive attack on the game”.

Has the NRL fined Gould before?

No. Have they been close? Possibly.

Abdo sat down with Bulldogs officials last year and reminded them about Gould’s public commentary surrounding the game in the media given his commitments as a registered official, particularly in light of remarks made about a hip-drop tackle from Canterbury forward Jacob Preston.

Rival clubs had become frustrated with Gould opining on television, and on his popular podcast, about matters involving their own clubs.

But isn’t that what commentators and pundits are paid to do? And Gould is one of – if not – the most listened to voice in the game.

Crucially, the NRL issued the breach notice to Gould direct rather than the Bulldogs club.

But aren’t there other club staff who hold media roles?

Yes. As the old saying in rugby league goes, if there’s no conflict, then they’re not interested.

In the media, Gould is not alone.

Registered player manager Braith Anasta occupies one of the most coveted seats in the media game as host of Fox Sports’ NRL 360.

His interview with embattled Rabbitohs chief executive Blake Solly last week after coach Jason Demetriou’s axing came just days after South Sydney had given one of Anasta’s star clients, Lachlan Ilias, permission to speak to other clubs about a release from his contract. South Sydney had just signed English No.7 Lewis Dodd.

Michael Ennis is part of Manly’s coaching staff, Cooper Cronk has previously held roles with the Roosters and Storm and longtime analyst Greg Alexander is the deputy chairman at the all-conquering Panthers.

Along with Anasta, the quartet is some of the most respected and loudest voices in the games on a range of matters, and haven’t been shy in expressing them.

Have the NRL issued something like this to officials before?

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It’s more common for the NRL to issues fines to coaches for breaching the code of conduct in remarks they make in post-match press conferences.

From Ricky Stuart to Trent Robinson and even Shane Flanagan in his stint at the Sharks, coaches have been known for an emotional blow-up shortly after full-time when things don’t go their way on the field, particularly regarding refereeing decisions.

But it’s new ground – at least in modern times – for a general manager of a club to be served a breach notice for public commentary, least of all on nightly television.

What happens now?

Gould was supposed to have five days to answer the breach notice. He has already flagged his intention to appeal the fine, half of which was suspended for a period 24 months.

Once that response is tabled to the NRL, Abdo will consider whether he will reduce the sanction, withdraw it altogether or stand his ground. Whatever his decision, it will be fascinating viewing.

And Gould? On Monday night he will return to the screens of 100% Footy to offer his sharp opinions. Many people will be watching and waiting - including the NRL.