Gould, Canterbury's general manager of football, was in commentary for Channel 9's coverage of the Tigers' win over Newcastle and had some unorthodox compliments for the Fijian flyer.
"He's just creamy, so fluid, beautiful, like apple pie on a Sunday," Gould commented.
Bula has not yet exercised a contract option to remain at the Tigers so is effectively a free agent for 2027, with the Bulldogs heavily linked to him before re-signing their own fullback Connor Tracey this week.
Last year Gould heaped praise on Lachlan Galvin while he was a Tigers player, before the Bulldogs signed Bula's former teammate.Â
The NRL has held concerns over Gould using his platform as a media pundit to spruik the Bulldogs to players who would be otherwise unable to negotiate with rival clubs.
The league tightened its anti-tampering rules in February to crack down on such conduct.
Bula can negotiate with rival clubs for 2027, but Gould's comments raised eyebrows during and after the Tigers' big win over Newcastle.
Tigers coach Marshall is keeping a cool head.
The coach borrowed Gould's turn of phrase to describe Bula as "creamy" when asked to sum up his performance against Newcastle.
"I thought it was one of his best performances for us and we're just starting to see him grow into his role a lot more," Marshall said on Thursday.
"I know a lot's been made of what Gus said or what he didn't say, but at the end of the day he's a great player, and people should be entitled to say what they think about players.
"It doesn't bother me."
Marshall would not be drawn on the status of contract discussions with Bula, the club's most talented fullback prospect since James Tedesco.
"I say this all the time, but I don't talk about the recruitment side of things publicly," the coach said.
"I just let that happen in the background, and when it's done or not done you'll be the first to know."
Jarome Luai's return from a knee injury has resulted in a halves shuffle for Saturday's clash with depleted reigning premiers Brisbane in Campbelltown.
Marshall conceded it was a shame to bench back-up playmaker Jock Madden following a brilliant three weeks replacing Luai.
"I'll be honest, the Jock selection and Jarome's selection was probably one of the toughest decisions given how Jock's been going," he said.
"We're leaving out guys that have been in form as well, so it's a good position to be in as a club."
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