Ever since Apple hammered their way to advertising glory with their Big Brother Superbowl spot, and probably before, advertisers have saved their biggest guns for the big game. We've got no problem with that. And we can understand why the people signing the checks for these big budget productions get all excited about their multi-million dollar 60-second contributions to America's popular culture (and the TV network's bottom line). But excuse us for not sharing in the excitement to the same extent, and wondering why Audi would think we would. In fact, their pre-game Superbowl ad hype has gone from feverish to dangerously manic to fully-fledged monomaniacal madness. We've just received an email declaring "Soon, a bold challenge to the tired old myths of luxury will be hitting millions of TV screens across the land. A new viewpoint. A new way of thinking. A new era." Yes folks, "You will have a chance to witness the moment that will set the nation talking. The countdown has started." A follow-up missive declares that this new era will be issued in by none other than actor Alex Rocco, who portrayed Moe Greene in the first “Godfather” movie (also "Man with Ice Cream" in the 1973 James Caan comedy "Slither"). One piece of Audi advice we agree with: "Don't miss the moment of truth."