Superbowl Marketing

One of the largest events and oppurtunities for marketing companies has just passed; the Superbowl. It was the largest telecast ever and there were over 105 million captive viewers for marketing departments of large corporations to showcase their product/service. The commercials are almost just as anticipated and talked about the next day a the watercooler as the actual Superbowl. I also find it interesting that most "regular" commercials are usually hated, but these are not. Do you believe that it is worth the ourtrageous amount of money to have a commercial even when they are made more to entertain rather than market/advertise their product?