n.— «There is a phenomenon referred to as BIRG-ing or Basking in the Reflected Glow and the BIRG-ing could lead fans and viewers of the Superbowl to undertake purchase behaviors leading up to the Superbowl.» —“Greater Boston: Local Merchants Cash In on Pats Success” WGBH-TV (Mass.) Jan. 29, 2004. (source: Double-Tongued Dictionary)

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