A thought inspired by the Louisville-Illinois game

Is the subtext of Cingular's current commercial campaign that their customers are arrogant jackasses who brag about their cell phone technology? Because that is what I take away from watching them. Maybe that sells, I'm not a student of marketing. Also, the feature of having five bars of signal strikes me as being along the same lines as being able to turn your amplifier up to 11. They're just making their measurment unit for how much signal you have more discrete, not giving you anymore signal.