I think there is often a lot of resentment towards the sport, based on the fact that it is the dominant sporting culture in New Zealand. 'Rugby' itself is much less important, I believe, than the All Blacks brand. The All Blacks are an iconic sporting brand, known the world over. Rugby is now a genuinely global game, and though it may not be as ubiquitously popular as Soccer, it would be foolish to suggest that it's merely an isolated game played by bullies and jocks. The All Blacks are the pinnacle of this global game, and we expect a lot from them. And for the most part, they deliver. They shape role models who command respect on the field and off it, and many of the game's past characters have embodied the overal feeling of the nation's men at any given snippet of our history.
Over the decades we have chosen (albeit fairly passively in many cases) to lay our collective identity hat on the 'Blacks'. This has translated through to a much broader sense of national identity that is also tied in with things like the Haka, the Silver Fern on a black flag and embracing black as our national sporting identity. If the team doesn't have some derivative name (Black Caps, Black Sticks etc) then they play/perform in black. This is all to do with the All Blacks.
Discussions like this are really just about how important people believe sport is to a nation's psyche. In New Zealand we have rugby, because we are the best in the world at it. THAT is how it becomes our national sport. The rugby culture is an extension of national pride for many (clearly not all), just like football is in Brazil, or Manchester... or American Football is in Dallas... or cricket is in India. There are many sociological benefits to sport participation and sport, and NZ if you don't like the ABs, then you should at least be able to acknowledge its importance to other people, and not fob it off as the sole domain of gormless thugs.
Anyway, I still believe it is more about the All Blacks than the game itself. I am a hugely passionate All Blacks fan, but you won't catch me watching a S15 or NPC game more than once or twice a season. And what's wrong with getting behind the All Black machine? The hosting of this RWC, and the popularity of our boys in black are positive advertisements for this country. Complaining about it is one thing, but denying its inherent importance to a VERY wide variety of people is just flat out stupid. I'd contest anyone that could name a demographic or sub culture that still didn't have a few bubbling ABs fans in their midst.
gc.