During the MLB playoffs, ESPN didn’t have the rights to broadcast the major marquee games – basically they had the rights to all the games that people didn't care about as much.  

So we introduced the idea of making an event out of the entire playoff season.  

Baseball has something close to a million and a half games during the regular season. But during the playoffs in October - things change. The heat is on and if you mess up during the playoffs - you’re out of the running for the World Series. And thus - October is different.

This idea was wildly popular among fans and at ESPN, and inspired some knockoff campaigns at Fox Sports.  (Minus the intense guy screaming at kids and getting the face of nice old ladies in their bathing suits.)