A marketing gimmick created by media companies and advertisers to boost ratings/sales. Nobody cares about college basketball during the regular season, then suddenly everyone on CBS, ABC, NBC, FOX is talking about the tournament. It's all hype, designed so that people will get hooked from the start, then watch til the Final Four and the final winner.
Dude #1: March Madness Baby! March Madness Baby!
Dude #2: Shut up dumbass, I'm trying to watch the Rockets game.
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