What I wonder is why don't nrl do market research? Have focus groups to test the reaction to jerseys etc?
You can bet your life that the brief to blades was to make something in black gold and white, looks a bit more modern than the current jerseys, something the young folk will buy, with a nod the traditional "V". The designer then tried to integrate all of that onto the blades template, and came up with that dogs breakfast. Some 60year old in a suit at the tigers then would have thought "well it ticks all our boxes, and I think this is probably what kids will like, and we can't afford another $1000 for a new design ... so sure, done deal!"
It wouldn't be expensive at all to call up 100 members from different age groups, and have them come in to look at designs and provide feedback, offer them a voucher for a free pie and coke at the next home game!