Colin Carter has generated fierce debate and controversy with his proposal to change the VFL/AFL's start date from 1897 to 1870.
What's beyond doubt is his ability to draw a crowd.
AFL chief executive Gillon McLachlan called it a "heavy room" on Tuesday as Carter launched his book, Football Forgotten Years.
The audience featured historian Geoffrey Blainey, former Carlton president Ian Collins, ex-Hawthorn president Jeff Kennett, current St Kilda president Andrew Bassatt and a host of current AFL top brass including chairman Richard Goyder and his predecessor Mike Fitzpatrick.
The book continues a passion project of the former AFL commissioner and Geelong president, who argues the start date of the then-VFL should be moved to include the Victorian Football Association years back to 1870.
In late 1896, eight clubs broke away to form the VFL.
The obvious outcome of Carter's argument would be to radically change what matters most to all football fans - who's won the premierships.
As it stands Carlton and Essendon have 16 and Collingwood is one behind.
If Carter has his way and the VFA flags are counted, Carlton would move to 22 and Essendon improve to 20.
Geelong would pick up a whopping seven extra flags and move to 17, while Collingwood would only gain one more and share 16 with Melbourne.
"I am not here today to confirm Colin's thesis ... but nor am I here to dispute his conclusions," McLachlan said at the launch.
"That's for our historians, our clubs to examine closely and no doubt expand the debate."
Carter is adamant that the only reason the AFL history starts at 1897 is the bitter politics between the then-VFL and the VFA, which came to a head in the 1920s.
"This will be an issue for the commission to resolve and all I hope for is that the AFL, as the keeper of the code, establishes a heritage committee that considers the case for 1870," Carter said.
"For the past 100 years, since the mid-1920s, the AFL has celebrated 1897 as its start. That date is wrong."
Despite his club's fierce rivalry with Geelong and the fact that Hawthorn would gain no flags from changing the date to 1870, Kennett says Carter's work is to be applauded.
"I was there for the major debates at commission and club presidents' meetings a couple of years ago and it was very, very vocal and personal," Kennett said.
"But I have to say, it is one code and whether it's a business or sport, someone plants an acorn.
"I don't accept Colin is motivated by Geelong ... he's done a lot of work. I'm not opposed to the concept that the history of the code is worth being inclusive.
"There's a lot of substance in what he says."
PREMIERSHIPS FROM 1897
16 - Carlton, Essendon
15 - Collingwood
13 - Hawthorn, Melbourne, Richmond
11 - Fitzroy/Brisbane
10 - Geelong
5 - South Melbourne/Sydney
4 - North Melbourne, West Coast
2 - Adelaide, Western Bulldogs
1 - Port Adelaide, St Kilda
PREMIERSHIPS FROM 1870
22 - Carlton
20 - Essendon
17 - Geelong
16 - Collingwood, Melbourne
13 - Hawthorn, Richmond
12 - Fitzroy/Brisbane
10 - South Melbourne/Sydney
4 - North Melbourne, West Coast
2 - Adelaide, Western Bulldogs
1 - Port Adelaide, St Kilda
