Brady Hoke dropped the "State" from Ohio and drove the Buckeyes to distraction to the point where the program—not just the fans—celebrated the return of "that school up north" like Terrelle Pryor welcoming an auto dealer into his tattoo-artist-sponsored apartment. Hoke dropped "This is Michigan" in his introductory press conference and tacked on the "fergodsakes" that made it immortal. He called last year's outfit Team 132, and now this year's outfit is team 133 and the ridiculous recruiting class that will enroll next year is shooting #team134 hashtags back and forth across twitter. Hoke didn't seem to mean anything by any of it. He just talked, and though he tried to press-conference it things slipped out sideways. We imbibed them. That's marketing. The rest is just repetition.