From an interview with the rich creators of collegehumor.com in the New Yorker - http://newyorker.com/fact/content/?050124fa_fact2 2005-01-24, "Funny Boys" by Rebecca Mead A key to college humor, the four have realized, is that students like to think they belong to a small in-crowd that understands the joke, while the public at large remains clueless. Take the phrase “More Cowbell,” which is a slogan appearing on one of the most popular of the company’s Busted Tees; it comes from an instruction given in a skit on “Saturday Night Live.” “Not everyone saw that episode, so the people who did see it think it is that much cooler because nobody else knows,” Josh said.