"Argentines always had a love-hate relationship with Messi," said 44-year-old fan Gustavo Franchini in Buenos Aires.
"We always compare him with Maradona, who won the World Cup 36 years ago, since when we haven't won again ... Everyone says he has to win the World Cup to achieve Maradona's stature and many, like me, think that even then he doesn't match him," he added, noting how Maradona carried the 1986 team almost solo.
In Qatar, on Messi's fifth and final quest, he has been the beating heart of the squad and Argentina appear to have as good a chance as any to lift the trophy on Dec 18.
Packing out stadiums in Qatar and bars and parks back home, fans have backed Messi throughout, cheering his two goals, encouraging him after a penalty miss, and parading his image proudly on myriad flags and banners.
EMOTIONAL MESSI
Many of the banners show Messi and Maradona together, some depicting the late No 10 smiling down from heaven at his heir. And Messi himself has opened up emotionally to rally the team and nation after their shock defeat to Saudi Arabia. He has celebrated goals wildly with fans and lead celebratory songs on the pitch and in the changing room after they beat Mexico and Poland.
"After the Copa America he seems to have eased up, he's more relaxed, enjoying it," said another fan Facundo Moreno, 39, also in the Argentine capital.
"For me, Messi has always felt and done his all for the national team, from his first game until now. He's my idol," he added. "Maradona and he have totally different personalities but on the pitch they both do the same."
Marcelo Sottile, a sports journalist and author of a book about Messi, said that while his clean-cut image and polite persona mirrored the sort of person Argentines aspired to be, the rebellious Maradona reflected more of who they really were.
However, there is a generation gap among those who remember and revere Maradona most and younger fans less prejudiced against Messi, he told Reuters.
"I have an 18-year-old son who never questioned Messi, who never said 'you play well for Barcelona but not for Argentina'," he said. "Messi has suffered from being a venerated star in Barcelona but often under attack here in Argentina."