Buzz is a function of both interest and timing. If 100 people talk about something over the course of a week, it pales in comparison to 100 people talking about something right now. Conversations beget conversations. The next big thing, the it girl, the one of the moment–most buzz is meta-buzz, talk about the talk. Think about it… Superbowl buzz is almost entirely about the buzz, not about the game. It’s the sync that matters.