It's Ambush Marketing Time
One guy was taking about getting food from Beef's for the "Big Bowl." The second guy feigned ingnorance about what the first guy was talking about. The first guy was talking about the Super Bowl.
So what's the fuss? Well, this is the first example of "ambush marketing" I've heard for this year's Super Bowl. Go Pats!
According to BrandChannel.com, ambush marketing "occurs when one brand pays to become an official sponsor of an event (most often athletic) and another competing brand attempts to cleverly connect itself with the event, without paying the sponsorship fee and, more frustratingly, without breaking any laws."
Here's (PDF) a short guideline on the do's and don'ts of "Super Bowl" advertising from Leventhal Senter & Lerman.