Success in tennis is too often judged by what you earn and what you are entitled to, according to the man responsible for high performance in the British game.
Peter Keen, who kick-started the revolution in British Cycling, spoke to the BBC as Great Britain prepare to start the defence of the Davis Cup against Japan on Friday.
He did so with the team's recent criticism of the way the sport is run still ringing in the Lawn Tennis Association's ears.
"I'd much rather we never used the word funding to be honest," Keen said, at the end of his fourth month as the LTA's interim performance director.