Advertising. Radio stations, news channels, car dealers, etc. All claiming to be the ”official” whatever of the 2017 eclipse. Well, if the moon drives by in a car from this dealership, while on a cell phone from this carrier, with its radio and TV on, while sporting these duds, eating these foods and drinking these drinks, with a set of these shades, and the exhaust smells of these oils, then fills up at this gas station, stops to get its hair cut at this beauty salon, goes home to this new neighborhood where they have this ISP and their lawn, security, and roof are done by this companies, maybe they'd have some credibility.
There is a stretch of road now named ”the eclipse expressway”. Below the city limit sign, there is a ”home of the 2017 eclipse” sign. It won't even get dim from the eclipse, there.