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My first major Australian assignment was to cover the memorial service for the Held at the "Crocoseum" at Australia Zoo in Queensland, it featured a "True Blue" soundtrack from balladeer John Williamson and music from a choir wearing tight khaki shorts. Zookeepers stood at the side of the arena, cradling Irwin’s beloved animals in their arms.

The made-for-television service started with a video-taped message from Russell Crowe, and included eulogies from the unlikely triumvirate of Cameron Diaz, Justin Timberlake and John Howard. But the most heartrending tributes came from members of the Irwin family.

Steve’s father, Bob, asked that the world grieve not for his son but the animals he had left behind – creatures which had ‘lost the best friend they ever had.’ But it was Steve’s then eight-year-old daughter, Bindi, who stole the show. Displaying a poise and self-certainty that belied her young age, Bindi said that whenever she looked at a crocodile she would always think of her dad.

The service was very moving – especially its intricately-choreographed finale, when Irwin’s "ute" (pick-up truck) was loaded up with camping gear and his favourite surf board, then driven slowly from the arena. With that, zoo employees spelt out his catchphrase, "Crikey", in cheery yellow flowers. There was hardly a dry eye in the house – there was no shortage of Crocoseum tears.

It did not take long for sympathy to turn to unease. To some early critics, the slickly-produced service which was broadcast live on the Discovery Channel raised nagging questions about whether its global audience had been party to a nifty piece of global rebranding – that amidst all the heartfelt grieving it had also managed to signal that the Irwin family was still very much in business.

Then came more loudly-voiced criticisms that Terri Irwin, Steve’s widow, had thrust Bindi into the spotlight at too early an age – even though Terri has argued that her daughter and on stage, just like her dad.

In the absence of its world famous breadwinner, to keep running, animals to feed and conservation work, Steve Irwin’s main and enduring legacy, to maintain. But the production of a Bindi fitness tape, action doll and range of clothing has left more than a few people thinking "crikey".

Now, there is open talk of a . Bob Irwin has resigned from Australia Zoo, which he himself founded, saying that he plans to "continue Steve’s dream" through other means. Reportedly, the over-commercialisation of the zoo, which has allegedly impinged on its conservation work, is one of his main complaints. Crocs no longer rule, seems to be the message, and have been overtaken by money.

As if to emphasise that point, Terri Irwin is now at the centre of a complex legal row over .

Perhaps the latest Irwin saga offers us a modern-day parable about how quickly the press can switch from sympathy mode to carping mode? Perhaps it says something about the potentially destructive power of modern-day celebrity? Perhaps we’re witnessing a new variant on that old Aussie staple: the "small poppy syndrome" - cutting down Bindi even before she gets the chance to grow tall. Perhaps there’s a subtle anti-Americanism at work, since Terri hails from Oregon. Or perhaps we should all just mind our own business.

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