ISME man Eoghan Hynes was rather upset to have been referred to in the Irish Independent's feature pages as "Franz Heinz, premier of ISME". In the piece he rubbished the idea of the "new man" as "an idiotic notion" and said he wished the people proposing the new council for the status of men would emigrate to Australia.

According to a letter from ISME, his views are not necessarily shared by ISME. When some female ISME members complained they were not getting enough profile, the organisation established a sub-unit "Women in Family Enterprises" (WIFE).

A separate men's sub-group "Men In Caring Enterprises" (MICE) was then formed in response, according to the letter.