Denver Broncos quarterback Peyton Manning has vaguely revealed the meaning behind the "Omaha" play, which television microphones heard him bark out 44 times during Sunday's win over the San Diego Chargers.
The American media has been on a mission to found out what the play call means ever since the weekend contest, with Manning's repeated use of the word creating something of a national obsession.
When questioned on Wednesday, Manning gave little away, telling reporters: "Is that like a fan written-in question? I'm not sure! I don't know how to answer that.
"I know a lot of people ask what Omaha means. Omaha is a run play, but it could be a pass play or a play-action pass depending on a couple things - when, which way we're going, the quarter and the jerseys that we're wearing. So it varies, really, play to play, so, that's - there's your answer to that one."
The Broncos take on the New England Patriots in the AFC championship game this coming Sunday.