OK folks, this is getting tense. Like James Bond deciding whether to cut the blue wire or the green wire tense. According to GoDaddy CEO Bob Parsons, ABC has rejected a 13th version of an ad submitted by GoDaddy for airing during Super Bowl XL. The deadline for inclusion in the broadcast, says Parsons, is January 31st, which means this Tuesday is do or die for the domain registration company. As well as giving us a status update on the ad, Parsons responds to - and refutes - allegations that this whole process has just been a publicity stunt designed to build hype for the company. Instead he says that he would have been happy with the ad being approved at any point and in any of its previous incarnations.

Now at this point I have to wonder what's going through the minds of the ABC executives screening this ad over and over again. Is anyone on the panel (assuming it's a panel) thinking they want to approve one of these just so he can go home, like he's on a jury that's been sequestered for a trial regarding a parking violation? Is GoDaddy having a bit of fun at any point by resubmitting earlier versions and then acting bewildered when someone says, "Isn't this the same thing we saw when you submitted it the fifth time?"

We're going to be on top of this one as much as possible between now and Tuesday and beyond, so keep the dial here for more.