Something you will now see less of - Tom Waterhouse the man spruiking Tom Waterhouse the gambling business.
Tom Waterhouse's decision to cut back his advertising blitz may force him to reconsider the massive gamble his bookmaking operation is taking to grab market share from the larger - and largely foreign-owned - competition.
As a latecomer to the land grab that began in 2008 - whereby the corporate bookmakers spent tens of millions of dollars each to convert the fans of Australia's major sporting codes to the betting cause - Waterhouse has had to go much more aggressively into the market to both grab share of his rivals and win fresh converts from the general public.
His advertising blitz was the main weapon in his arsenal to take on much larger rivals which could not afford to match his loss-making spend.
One year ago Waterhouse told Fairfax Media he had as few as 80,000 clients, and even this number was artificially boosted by the acquisition of client lists from two failed corporate bookmakers. His marketing spend was already above $20 million a year.
Waterhouse said last year that betting turnover was in the hundreds of millions of dollars, which means that the revenue the operation received from punter losses would only have been in the tens of millions.
This may be why Tom's father, Robbie Waterhouse - who is a director of one of the companies' that own the business - referred to his son's strategy at the time as "growing broke".
"The business is expanding at such a rate that it requires every dollar that Tom has," he said.
This was before Tom Waterhouse's rumoured $10 million per year NRL deal, which fell through in April. The Nine rugby league advertising budget, which he is now cutting back, is understood to have accounted for most of that figure.
Nine, which helped pay $1 billion for the rugby league broadcast rights last year, will find covering the massive cost of this 'win' even more difficult with a cut to the millions in advertising dollars it is receiving from Waterhouse.
A clear winner is the betting rivals, like Tatts, Tabcorp and Sportingbet, which no longer face such a prohibitive advertising spend to keep Waterhouse at bay.
For Tom to keep up this 'go for broke' expansion he may need a foreign buyer or investor in the business. And speculation has mounted that he has been courting exactly the sort of foreign competition that he was trying to distance himself from in his statement today that exhorted Australians to back the local boy against the "very big foreign players".
The most recent deals give an idea of the pot of gold a the end of this rainbow.
A buyout of Sportsbet in 2010 valued the company at $340 million. William Hill's acquisition of Sportingbet this year for $660 million almost entirely reflected the value of its Australian operation.
But these acquisitions also had the right numbers to back the purchase price.
Sportsbet's Irish owner, Paddy Power, reported recently that its Australian operation has more than 324,000 customers who generated net revenue of around $210 million and a net profit of more than $41 million.
The most recent accounts for Sportingbet - prior to its William Hill acquisition - show the Australian operation reported revenue of $168 million and a net profit of $13.5 million for the year ending July 31 last year. Its customer base is estimated at 172,000.
The company's earnings for last year may have been artificially low due to the cost of its acquisition of local rival Centrebet.
In an indication of what Waterhouse is up against, SportingBet reported that it had spent more than $40 million last year on advertising, marketing and sponsorship.