After the AFL issued a please explain on Sunday night, decent people across Australia collectively held their breath to see if Eddie McGuire could say the "s" word.
He could not.
Just as he totally failed to apologise to Adam Goodes for saying he could help promote King Kong the musical after Goodes had been called an ape by a fan, McGuire has failed to say the simple words "I'm sorry" after suggesting The Age's chief football writer Caroline Wilson should be held underwater, in what was a vile slur against a woman.
Here's the best he could muster:
"Anything at all that can be perceived to promulgate domestic violence is unacceptable," McGuire said on Triple M's Hot Breakfast.
"Full stop. That's the big issue here. You can argue as much as you like about the tone and it will put it in context and the rest of it, but anything that is seen to promulgate or to support even in a light-hearted manner any sort of domestic violence, is unacceptable."
Caroline Wilson was far from impressed.
"He crossed a line," she said.
"Often, we have jousted in the past many times and on this one, I do think he probably crossed the line and I didn't like the language and I think it's such a pity they need to default to that vicious language and I don't accept that it was playful banter."
"It's like casual racism. Casual violent language might be meant as a joke but I really thought, I wonder how many times do we have to draw this line in the sand between what is a joke and what is completely unacceptable.
Remember, this has all happened the very same week that the AFL launched a women's league, and Australia's four most popular sporting codes issued the following statement regarding a joint initiative against domestic violence:
The four sporting codes have signed a leadership statement, pledging to work together to eliminate violence, promote women's participation and opportunities within sport, challenge gender stereotypes and roles and encourage respectful, healthy and equal relationships on and off the field.
AFL CEO Gill McLachlan had his say on Monday.
"The AFL is committed to a relationship with Our Watch because the statistics about violence against women and children are truly shocking. Family violence is the highest contribution to death and injury of women aged 15 to 44.
And casual language and jokes about threats to women are part of the problem."
In AFL news that involves actual football as opposed to boneheads, we have a new ladder leader. That would be the Geelong Cats, who made light work of the Western Bulldogs in a match that defied everything you thought you knew about domestic animals.
North Melbourne slips off the top of the ladder for the first time all year after losing narrowly to the Hawks. Let's file that under karma for club chairman James Brayshaw's little guffawing turn behind the mic alongside Eddie.
In the NRL, the big story of the weekend was Semi Radradra walking out on the Eels. Nobody saw this coming. The Fijian flew out unannounced to his homeland, bound -- they say -- for French rugby union.
Radradra has been a try-scoring sensation this year, and was picked in April to play for Australia in the Test against New Zealand. He is a massive fan favourite. So why the walkout? Is it due to all the other turmoil at the Eels? We'll find out soon. Meanwhile, stay tuned for a protracted boardroom battle over his contract. As for Jarryd Hayne and Semi potentially reuniting in blue and gold, tell 'em they're dreamin'...
Parra's $2m plan to unite Semi and Hayne: SEMI Radradra has been told he will get to play alongside his hero,... https://t.co/PeqNnAQA1Q— League Central (@League_Central) 19 de junho de 2016
On field, the Dragons kept their finals hopes alive by beating an Origin-depleted Melbourne Storm, while the Sydney Roosters kept their almost perfect losing record in tact.
In the other rugby code, Australia got done by the Poms again. The less said about that the better.
Jason Day did not win the Us Open golf. After shooting an awful first round of six over 76, the Aussie world number one recovered brilliantly and may finish in the top five. But a beautiful story happened. American Dustin Johnson, who pretty much threw away the tournament last year with a three putt on the final hole, won his long overdue first Major. The leaderboard is here.
In other US sport, Game Seven of the NBA Finals happens today. This is is it. The big one. The Cavs versus the Warriors. LeBron against Steph. Action from 10am.
Daniel Ricciardo finished seventh in the European Grand Prix overnight in a disappointing result.
Many of our Olympians are competing in Europe at the moment in the lead-up to Rio. Canoe slalom queen Jess Fox was in top form but got dudded on a technicality. But hey, she's still smiling.