The AllEnglandLawnTennisClub has been de-stuffed for London 2012 Olympic pink and purple has replaced much of the club's signature green, and players dress in home country colors instead of customary whites.
Last year, AllEnglandLawnTennisClub chief executive Ian Ritchie told The Daily Telegraph that officials would "prefer to see less grunting, " a comment which unintentionally conjured up an amusing comic-book-style image: the visible grunt.
The real question is the stakes, and the level of competition, and over a week at the All-England LawnTennisClub it was clear that a high-level field was playing for keeps.