SONNY Bill Williams is the only player at the World Cup to have been awarded a perfect 10 - for his three-try effort in New Zealand's last game, a 56-10 win over Papua New Guinea.
But the man who has created "brand SBW", and is one of the most recognised and in-demand athletes in the world, says his life has been far from perfect.
"It can be pretty draining sometimes," he admitted this week.
"But sport's not everything. I can't say I'm an important person just because people want to speak to me. It's just how the world is. We are only a blip in what goes on in this world.
"I'm at my happiest when I'm on the field and working hard, training hard and earning the respect of my teammates. If you do that, you play good footy.
"You can get caught up in living a big life and being flashy and all that, which I probably did when I was a youngster, but when you keep things simple and worry about the little things, the things that matter, you will be all right."
NZ's chances of defending the World Cup have been significantly improved by Williams' involvement.
He has signed on for another season with the Sydney Roosters in the NRL, but after that is expected to return to rugby in NZ and potentially a spot in the sevens team at the Rio Olympics in 2016.
After that, the man who has taken code-swapping to another level, says he may have had enough.
"Maybe after 2015 or 2016, that might be it," Williams said. "Sport's not everything, bro. I would just be happy quietly raising my family somewhere."
In the meantime, he has a quarter-final to play against Scotland tonight.
Kiwis coach Stephen Kearney will settle on his final 17 closer to kick-off, but has called in Kevin Locke to cover for fullback Josh Hoffman, who has failed to recover from a shoulder strain.
KANGAROOS coach Tim Sheens has named in-form playmaker Daly Cherry-Evans in the 20-man squad to take on the US in Sunday morning's quarter-final, leaving out hooker Robbie Farah.
Centres Michael Jennings and Josh Morris were also left out.
Billy Slater will play at fullback despite his involvement in an altercation outside a nightclub earlier this week.
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