Interest in March Madness is much higher than other sporting events, especially by office workers who have betting pools everywhere.
It's like driving on the interstate during rush hour. Nobody is moving that fast... If you're in a branch office and you need to access the data center, these people watching the game could actually create a situation where all traffic slows to a halt.
What they're trying to do is to take IP communications to another level. Every vendor has the same vision, but they're all at different points to getting there.