Furniture dealers have been doing that this season in several other cities - can't think which ones, right off hand - but obviously Mattress Mac here in Houston could do it as a standing bet on the Texans and not have to pay out very much, lol.
Actually, I think some of the numbers have been $700,000 or $800,000 - usually less than $1 million the dealers have had to pay. They would spend a lot more than that on other advertising and they get lots of goodwill PR out of it.
Well, I guess there a few lucky furniture shoppers in West LA this morning. They can thank the Trojans for beating themselves...