A way of getting people to take seriously things that deal with topics that have been bled dry of their liveliness, their juiciness, their saltiness (possibly by way of the public's overexposure to the thing): Hide all direct references to TheBoringHotness until you've established that it is TheHotness.

This is a strategy for coping with the HistoricalFact of TheHotness being thought of as TheBoringHotness.