Signal v Noise - suddenly having your server overwhelmed with 'interested superbowl watchers', and then losing people actually looking to buy your product is no

Signal v Noise - suddenly having your server overwhelmed with 'interested superbowl watchers', and then losing people actually looking to buy your product is not so nice. But (almost) any publicity is good publicity, and this may inspire a few people to fly to Paris / get married in Paris / make a DIY crib etc, which has positive flow on.