Well, I could feign indifference about the Super Bowl on Sunday, but, really, why bother?
Fact is, I've long been a 49er fan before the first five Super Bowl visits and straight through the drought suffered since.
It's kind of crazy-great to see them back in the biggest game on earth.
Add that the quarterback leading the Niners is from ye olde neighborhood and it's about as exciting as things get.
Turlock's own Colin Kaepernick is our newest hometown hero, a kid whose football skill and athleticism seems matched only by his humility and all-around likability.
But, as always, there's more to the Super Bowl than just football. As entertaining (or not) as the actual game, Super Bowl Sunday's lineup has become about more: The halftime show and the commercials, of course.
This year, all eyes at halftime will be on superstar songstress Beyoncé. If her star power alone weren't enough, she added to the buzzarama with a lip-syncing controversy at President Barack Obama's recent inauguration.
Will she lip-sync the halftime show? Oh, it's doubtful. Not after the bashing she took.
Some defended the practice, saying it was her voice on tape, so who cared? Some didn't agree. Either way, pretty much everyone is expecting live vocals Sunday.
Woe to her press reps if she doesn't deliver.
Beyoncé is far more in-the-moment than any artist or band to play in a long time, given the classic rock bent the shows have taken. But even if you were underwhelmed by her selection (I kind of was), the lip-syncing brouhaha at least makes it interesting.
And then there will be all the commercials.
Those little advertising nuggets have become as big as the big game itself in some regards. And big money-makers, too.
CBS sold 30-second spots for the Super Bowl for an average $3.8 million up 7 percent over last year's rate, according a Los Angeles Times story that also reported some ordered 60-second spots at a $7.5-million each.
Yet those big bucks aren't all waiting for big-game bang: Several were released early on the Internet.
Talk about buzz kill.
You don't have to go online, either. The "Today" show this week aired ads for Dorritos, Coke and Go Daddy and a debated Volkswagen spot. More were promised as the week wore on.
It's not new. Early Super Bowl ad releases have been going on the last couple of years. Funny thing, it took us to a bizarre full-circle situation: commercials once were a break in the action, a chance to hit the buffet table, freshen your drink or ... well, whatever. You could walk away from the screen and not worry about missing anything because who cared about the commercials, anyway?
Sometime over the last decade or so, however, those ads became the talk of the town which was the best one, the funniest one, the dumbest one. Miss the commercials and be out of the chatter loop the next day.
Come back to the last couple of years, when you could watch almost all the ads before game day on the Internet, and you were free again for as many trips to the nacho bar as your tummy could take.
See, full circle.
But whether that's good for advertisers (or your tummy) is up for debate, according to that LA Times story. Advertisers interviewed were divided on the early releases, once considered a strategic ploy for social media rumble.
"But now there is a feeling that you get more bang for your buck if you hold the commercial back," brand strategist Adam Hanft said in that LA Times story. "Last year, by the time we rolled into Super Bowl weekend, people were already tired of the spots before the game even started."
That sentiment isn't shared by everyone in the industry, though.
"You'd be crazy not to release early," Mike Sheldon, chief executive of ad agency Deutsch LA, said in the story. "There is so much excitement and attention paid to the Super Bowl prior to the game. Consumers are on to this creative arms race that we in the advertising industry have created."
With so much hype for the ads and halftime show, it's a wonder anyone is talking about the game.
Well, outside of the Modesto region, where it's all Kaepernick, all the time (and rightfully so, thank you). And the Bay Area, of course. Baltimore, too, I suppose.
Bottom line here in Motown land: Go Niners!