Right. The germane thing about the superbowl ad is that you can't put an accurate value on ROI.

I've seen a ton of ads for Snorg tees (for example), and while, yes, that has created brand awareness in my head it's not worth anything until I buy a t-shirt.

I think because people are measuring CPC/Ms, conversions, and basically using this as a lead generating tool, they should be trying to work on that aspect of it.