TOKYO (AP) — Rugby referees are best seen and not heard, it is said. Nigel Owens didn’t get that memo. At the Rugby World Cup in Japan, the Welsh referee seems to be second in visibility only to Michael Leitch, the captain of Japan whose face is everywhere thanks to his team’s run through the pool stage and his posse of sponsors. Owens’ face pops up in the stadiums, on TV, and online courtesy of witty advertisements for the referees’ airline sponsor. He highlights bad traveler etiquette on flights by whistling for obstruction, offside, and failing to roll away. There’s even a riff on his most famed line, the time he told a Treviso scrumhalf to stop shouting at him: “This is not soccer.” Other lines of his have also passed into rugby legend. “You don’t have to call me sir, I’m from west Wales,” Owens said in the Oxford-Cambridge Varsity Match. “If you’re going to cheat, you cheat fair,” he told Barbarians scrumhalf Andy Ellis after a crooked scrum feed against New Zealand. “If you don’t like to scrummage you’re in the wrong position,” he told the front rows of Munster and Toulouse. “I’m straighter than that one,” he…