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Premiership Rugby looks set to trial midweek fixtures for the first time next season - a move that received a huge amount of backlash on social media.
People don't like change, especially rugby fans, but the Premiership needs a lease of new life and extra eyeballs during a financially stricken period for the English club game.
The arguments against are clear, evening games are a nightmare to get back from, particularly away supporters, meaning many will have to fork out for hotels and extra days off work.
Armchair fans are the priority
But modern-day sport makes a pittance from ticket sales compared to television revenue. Whether people like it or not, it's more important to bump up television numbers and engagement than it is to sell out stadiums.
Football's away fans are forced to travel up and down the country regularly for midweek evening fixtures throughout the season.
There's a special feeling when attending a game under the lights, and Thursday's Premiership opener next season, I'm sure will have a special, unique feeling.
But it's not just football that features a heavy dosage of midweek action. The NFL's regular season kicks off every year with 'Thursday Night Football', which complements the weekly Monday night edition throughout their season.
Competing with giants of football
Rugby's main rival in England is, of course, the country's national sport of football. Competing with a much more tribal, simpler and popular game is hard for rugby, especially as this country shows matches from various divisions across the world almost every day on mainstream channels.
The Premiership gets buried behind the Premier League and even the Championship in UK sport news feeds.
Friday night fixtures on TNT Sports compete with either Premier League or Championship fixtures on the much more popular Sky Sports, while Saturdays and Sundays are filled with an abundance of footy.
Many sports fans don't even know the Premiership is on, but could a Thursday night slot be a possible avenue to attract regular viewers?
Football's Europa League and European Conference League are played on Thursday's but the Premiership would fancy their chances in competing with those competitions, particularly early in the season.
Lively party atmosphere
Thursday is the new Friday, with more and more people able to go out on a Thursday evening due to remote working or a reduced shift the next day.
It could be a stroke of genius from the Premiership's marketing team. Let's not write off the initiative too soon.