That's because they think physicality means standing over a guy on the ground, or grubbing someone with a high shot, or rubbing a face in the turf. Physicality is winning the battle over and over. It's cutting a bloke in a good tackle. It's smacking a half digging deep into the line to let him know it won't happen on your watch. It's coming in to help your winger or centre get their player into touch.
NSW just don't get that it is a team sport, and they don't get that strength is more than just lifting heavy.
Payne is almost there, because he is starting to realise that part of dominanting as a prop is making the big hit-up but then finding your front and getting a fast PTB or an offload that helps. That is physicality and dominance, because you're constantly getting the better of your opponent. It's not picking a fight or grubbing the smallest bloke.