So maybe in one way, the Super Bowl is a bit like a Jewish Holiday. You start celebrating the night before. For the big game, it’s actually the week before, or technically the week before the week before, to be exact. That’s where we are right now, which puts us squarely in the thick of unnecessary hype. So if you don’t like what you hear right now, just wait. Because you’ll hate it even more the 500th time 10 days from now.