As the Superbowl approaches, I am always amazed at the increase in betting activity for this one game. I can understand the enthusiasm regarding determining who will be the champion and particularly for those that are fans of the respective teams. But, what I can't understand is why bettors treat this game any different then any other potential wagering endeavor. If there is value then make a play. If not, then pass. Interestingly after the game is over, bettors will go back to their normal routine and look for the next play to make. So why the need for action on this particular game?