I’m with Gruber. That fantastic Darth Vader VW commercial hit the YouTubes on Wednesday with no way to know it was destined for the Super Bowl. Less than 24 hours after it hit, it had 900,000 views. Right now, about 4 days later, it has nearly 11 million. I bet at least a dozen of my friends have shared it on Facebook. A rare example of a truly viral video.

So I have two questions. One, if you’re spending about $100,000 a second for Super Bowl air time, why do you spill the ad to the internet days before? Isn’t that (minimally) half the reason anyone watches the Super Bowl? For the ads? (Case in point: Today, while checking out at the grocery store, I heard the cashier in the next lane telling a customer which her favorite ads from last year.) Two, why in the hell are you spending $3 million for a 30 second spot in the first place when YouTube and Facebook (among other things) allow your fans to target the ad far better than your media buyer could?