"The custom has evolved so that now youhave to give small crappy candy that no one actually wants to all your friends and everyone at the office down to your security guard as a show of goodwill, " said Chun.
In the case of the IAU definition, youhave a definition which instead of having evolved through, you know, decades of discussion and use or not - or disuse - is more imposed upon everyone, and that's why there's more controversy today.
So as you watch the game, keep an eye peeled for those smart brands that haveevolved their Super Bowl spots, employing a solid digital foundation to activate fan participation.