There goes one half of the media's Super Bowl stories

Someone better flash something at half-time because we're not going to have Super Bowl ads to complain about anymore:"Sara Lee execs came prepared to spend big on a conventional Super Bowl ad. They left with a different plan: a viral Internet campaign that turned on tailgating parties, stunts and contests. As the Super Bowl has ballooned into the year's most orgasmic media event, other advertisers are expressing queasiness about buying time on the telecast."