There's something about the Super Bowl that brings out the underdog in all of us. It even makes some of us want to make a bold, disruptive proclamation -- and today is as good a time as any. Certainly, it wouldn't be the first time disruptive predictions surrounded the "Big Game." It all started with Joe Namath's brazen 1969 pre-announcement, claiming with utter certainty that his lowly AFL Jets would defeat the storied NFL, and their equally storied Colts.

Last week I had lunch with a colleague for whom I have the highest level of professional respect. Before the iced teas were even delivered, he mentioned that we were going to have a bit of a debate over something I wrote, right here on the TV Board. He didn't want to defend "Skins" or minimize the importance of business models. It was worse. He questioned what I thought was an unquestionable premise -- that content was, is, and will remain The King.