How many free $$ in M advertising as result of "The Process 2"

While we were all hanging on every word from the Bay Area, there where many more doing the same over the period of the last month due to the NFL coverage that augmented the story. Granted, it was a number of weeks of bashing our search as disorganized and failing, but that constant drum beat in the news created a fever pitch over the last week resulting in the WW leader basically running an infomercial for us today during and around the press conference resulting in the best questions ever (what do you think about my coach?) at the bowl pressers with opposing coaches. I shudder to think how much you would have to pay for this type of marketing and brand awareness. If it worked out the wrong way, it might have been bad, but wow, we are dominating the media at the moment and it is awesome. Another tip of the hat to Hackett for running this operation.