Gus invented the International Language of Screaming. He now gives copies of the International Language of Screaming dictionary to his opponents before every game, detailing when he is going to hurt them, why he is going to hurt them and which parts of the body he is going to target.
They don't...
To stop them becoming personalities, all refs should wear masks, so you have no idea which ref you have. Make it like "Through the keyhole", though in this case, it would be "Guess which Ref's the arsehole."
One day everything will be named after him. So you will eat Moroccan gusgus and then apple pie and gustard and drink gush puppies, while sitting on a gushion, before then getting in your gus guzzler in order to drive to the gus garage, as a gustomer to buy gusoline and will have gustification...