We've proven once again this week that we are a nation in love with instant celebrity.
Take a little controversy; add a pinch of sexy Internet photos, stir and TA-DAH! 15 minutes of fame.
Our winner of the celebrity sweepstakes this week is Katherine Webb, the 23-year old Miss Alabama who happens to date the starting quarterback for the national champion Crimson Tide.
Webb's fame took off when announcer Brent Musberger started gushing over the young beauty, telling kids that if you want a woman who looks like that you better get out in the back yard and start throwing a football around.
Taken in context what Musberger said really wasn't that bad, once you get past the EWW! factor that at 73 he's her grandpa's age.
And yes, the announcers were looking for anything to talk about given that the big hype of a national championship game turned out to be a yawner.
But then came the inevitable; a pageant contestant has to have swimsuit photos, right?
So the Internet lit up with search engines scrambling to find the statuesque beauty.
Her Twitter account went from a few hundred followers to a quarter million.
She is already fielding offers; everything from commercials to a photo shoot in Maxim Magazine.
This isn't a new road to fame. Actresses and models from Kate Upton to Pamela Anderson were discovered by a roaming camera at a football game.
But we don't even know what talents Ms. Webb may possess beyond her looks and right now we don't even care.
So what does that say about us?