Ben Niall, of Scopo Management, said on Tuesday he was "surprised" that Howe's towering mark over Melbourne's Tom McDonald in their Queen's Birthday clash had not been voted by fans as the league's best. Essendon forward Joe Daniher claimed the $10,000 win with his leap on St Kilda's Jake Carlisle in round 17.

Magpies president Eddie McGuire joined the chorus of surprise, declaring it had even been an "embarrassing" decision and it was time for the system to be overhauled.

Niall said his client, who had also been overlooked for All-Australian selection this year, would have been a deserving winner.

"Like many people, I was surprised. Daniher's was a great mark, it's not a huge deal, but I thought Jeremy's was clearly the best mark," he said.

"I feel he has two marks that are better than Daniher's."

Niall said Howe, whose stunned reaction was shown during the Brownlow Medal count, would miss out on potential financial deals, including a bonus from his sponsor, Puma.

McGuire said he was "really disappointed and so was Jeremy Howe".

"He was told to sit down and be there ready to go, so you're sort of ready (for it) to happen," he said on Triple M.

"I just think that the AFL have got to stop the marketing department taking over these major awards. For it to go to a popular vote - i.e. who's got the most active cheer squad at any one stage - can we leave commercial activity out of it for five minutes?"

The three finalists for mark and goal of the year were selected by commentator Luke Darcy and the All-Australian panel, with the general public voting for the winner. Daniher received 52 per cent of the vote ahead of Howe's 41 per cent to claim the Alex Jesaulenko Medal.

AFL spokesman Patrick Keane said the issue had not been discussed yet but expected it would be at next week's finals review.

Commentator Brian Taylor, while calling the Queen's Birthday clash, all but declared Howe had won "mark of the year".

Howe's teammate Brodie Grundy was given seven per cent of the vote for his mark against Port Adelaide in round 14.

"It was embarrassing last night. There are things that are sacrosanct in this game. You give the mark of the year mark of the year. You give the goal of the year goal of the year. I just think it left a stain last night," McGuire said.

Darcy said Howe's mark had been the best but the vagaries of public opinion meant there could always be a surprise.

"I clearly thought that Jeremy Howe's mark was the best mark I've seen for maybe 10 years," Darcy said.

"I was a bit surprised watching that last night, but yeah, you hand it over to the popular vote I suppose, that's how it can work, it's a bit like the Logies."

Richmond forward Daniel Rioli claimed goal of the year in another shock. He received 46 per cent of the fan vote, ahead of Eddie Betts (34 per cent) and Lance Franklin (20 per cent).

Rioli's give-and-go handball and snap was West Coast at the MCG in round three. Betts' left-foot dribbling goal from the pocket was against the Brisbane Lions at the Gabba in round nine while Franklin's superb display of speed and balance was against the Crows at the Adelaide Oval in round 22.

There was a sense of d??j?? vu about Howe's decision and it took many footy fans back to 2011 when Andrew Krakouer inexplicably beat Andrew Walker for the same award.

Carlisle again was the stepladder on that occasion as Walker flew into the night sky at the MCG to haul in an incredible chest mark. His grab would later be used in countless AFL promotions in that off-season while Krakouer's mark was hardly ever replayed.

Can't win them all #moty??? Jeremy Howe (@howie0038) September 25, 2017

Bad luck @howie0038 it's the best mark I've ever seen or been near??? Scott Pendlebury (@SP_10) September 25, 2017

Howe did he not win ??? Nic Naitanui (@RealNaitanui) September 25, 2017

Howe did this not win keep flying @howie0038 best I've seen pic.twitter.com/VCKUiUYoFq??? Jeff White (@JeffWhite34) September 25, 2017

What the f...? Jeremy Howe completely robbed.??? Michael McGuane (@MickMCG34) September 25, 2017

Howe was that not mark of the year... #AFL??? Marty Pask (@mpask) September 25, 2017

Nice mark by Joe Daniher, but please. Jeremy Howe's face and murmurs in the room told the story. #Howestiff #Brownlow??? Warwick Green (@_WarwickGreen) September 25, 2017

Daniher's grab better than Howe's? Please. A beauty, but not in the same league.??? Brett Anderson (@BAndersonSEN) September 25, 2017

'Jeremy Howe won it... Jeremy Howe!' #Brownlow pic.twitter.com/V8yKK31K4S??? Peter Helliar (@pjhelliar) September 25, 2017

Jeremy Howe not winning the mark of the year is perhaps the strangest decision I've seen in AFL history #Brownlow??? Eddie McGuire FC (@RohanCT) September 25, 2017

It's Andrew Walker all over again. Daniher beat Howe for mark of the year? Lol Who judges these things? #Brownlow #BrownlowMedal??? Ronny Lerner (@RonnyLerner) September 25, 2017

Walker's mark has garnered 3.2 million views on YouTube compared to Krakouer's paltry 150,000.

Daniher's victory left many people scratching their heads on Monday night, Howe included.