Golf's global social media phenom has sold his soul.
He's a hypocrite; a turncoat who made a greedy grab for cash.
Rick Shiels, the world's most popular golf YouTuber, has heard such criticism since becoming a LIV Golf ambassador last month.
"I certainly deleted social media off my phone for a little bit, maybe just checked once a day on my laptop, because otherwise you can be swarmed by it," Shiels said in Adelaide on Thursday.
Shiels' YouTube channel has almost three million subscribers; he has 836,000 followers on Instagram - Australia's golf star Cam Smith has just over 5,000.
The 38-year-old Brit is a PGA professional and golf teacher who pivoted from playing to social media, making golf instruction and entertainment videos.
Shiels was initially lukewarm about LIV Golf, the Saudi-funded breakaway circuit which caused a schism in the sport.
But with LIV in its fourth season, Shiels is on board as an ambassador and content creator - hence the criticism from some followers branding him a hypocrite.
"There's always potential backlash for any change," Shiels said at The Grange Golf Club ahead of LIV Golf's Adelaide tournament starting Friday.
"When we first put the announcement video out, there was definitely a bit of uncertainty about the move.
"But I think now we've started to release content and people can see how good the content is and the access we're getting to the players ... it's mind-blowing when you look at the list of talent that I've been lucky enough to film with."
Shiels was initially indifferent about LIV Golf, particularly its team format.
"My perception (has) shifted," he said.
"Since it came out three or four years ago, I didn't think it was a perfect product.
"Each and every year, it's getting better and better ... it's just going to continue to improve.
"And what I found being on the ground is that everybody at the venue, everybody working for LIV - the teams, the players, the GMs of the teams - all want it to move in one direction, which is to improve the perception of golf and make it more fun and more accessible.
"So I think with everyone on the same journey it can only succeed."
And Shiels noted a softening from his critics.
"Now ... I can happily read comments because they've really flipped 180 (degrees)," he said.
"The overwhelming positivity in the comments now is probably what has really surprised me and it has made me super happy about the move."
