'I must remember to write Hyundai a letter to tell them how much I dislike them' is not a musing you'd expect to hear during some of the most heart-stopping moments of an A-League game. But those are indeed the words that escaped my brother's mouth during the Roar v Sydney match on Saturday night.

It took me a moment to realise what he was referring to - I was, after all, fairly content that given that my team (Sydney) was playing my second team (the Roar), regardless of the result it would be one of the rare occasions I wouldn't leave a Roar home match angry.

And then I realised that I had hoped too soon and would indeed also on this occasion leave Suncorp an unhappy fan. Because the next words my brother uttered were: 'I like paying $30 to not to be shown the truth'.

He was talking, of course, of the blatant handball incident that was clearly sighted by everyone except the referee. Well, the referee and me, given that I was at that precise moment looking down at my phone sending an SMS about the party I would be attending afterwards in a dodgy, home-made tutu.

But I digress.

The source of unhappiness was the policy of not showing replays of dubious playing or refereeing moments. If the action occurs down the other end of the pitch (which, for us, it did), if you happen to not be watching that precise spot at the precise time to see the action clearly (which we weren't), if you happen to be sending an SMS (which I was), or if you happen to be at the bar (which is where my brother was) or in the bathroom where they don't have plasmas on the back of each toilet door (which is, let's face it, where we've all been caught when the crowd has erupted into a huge roar at least once before), there's a fair chance you'll miss such a key, potentially match-deciding moment.

I've ranted before about how important it is to show replays, how fans simply want to see the action and then move on, how not showing the replays actually incites otherwise meek and mild fans to violence, how if they can entrust thugby league fans with replays, surely they can entrust football fans with them too.

I've ranted about how the fact that you have to pay good money for a ticket and food to not see the game in its entirety - the good, the bad, and the ugly - actually acts as a disincentive to attend live matches (something which should be heeded by the Roar, who pulled a dismal 8000-odd fans to this their last home game of the season against their traditional interstate rivals).

What I haven't ranted about and what Hyundai might be mortified to know is the indescribable anger we now feel when we see their logo. Cutting to the league's major sponsor's logo at the pivotal moments of the game when all eyes are eagerly redirected from the pitch to the big screens might seem like pure, captive audience genius, but far from instilling in us a subliminal desire to want to purchase a Hyundai, it makes us want to smash one.

Indeed, five seasons of seeing the Hyundai logo instead of the action you've paid good money to see (and that the company has paid good money to sponsor) evokes not ad-worthy visions of leisurely weekend drives along spectacular, cliff-side roads but a regularly reinforced, Pavlov's Dog-esque frustration, anger, and resolve to never, ever have anything to do with - much less purchase - a Hyundai.

Was it a handball? Did it alter the outcome of the game? I refuse to have to re-watch the match on FOXTEL to know if it was a handball and we'll never know if it drastically altered the outcome of the game. What I do know is that the A-League should rethink their no-replay policy and the A-League's major sponsors should rethink having their logo associated with a refusal to do so.