He is comfortable in spaces rugby traditionally avoided. He understands how athletes are now consumed, not just on terraces but on phones. He does not apologise for that. And that is precisely why he divides opinion.
Some see style over substance. Others see evolution.
To explore that divide, I spoke to journalists, fans and fellow broadcasters.
One who has spent decades covering Welsh rugby, like many of his generation, asked a fair question: what is actually new here?
It is a reasonable challenge.
But when I took the same conversation on to the streets of Cardiff, the response was striking.
Fans, particularly younger ones, see Rees-Zammit as a bridge between rugby and a wider audience. Between tradition and modern sport. Between a game fighting for relevance and a generation that consumes it differently.
They do not see him as a problem. They see him as an opportunity.