He always called it the breakup of the moon. Not the explosion. The term began to gain traction on Twitter, with hashtag #BUM. Whatever you called it, it was an infinitely bigger deal than a single meteor strike. So it seemed to demand more explanation. But there was no way to explain it, yet. Meteors were easy: space was full of rocks too small and dark to be seen through telescopes, and some of them snagged on the atmosphere and fell to ground. But the breakup of the moon could not have been caused by any normal astronomical phenomenon. So Doc Dubois—who spent most of the next week on camera—got out in front of that issue at every chance, always leading with a frank statement that neither he nor any other astronomer knew the cause. That was the pitch, straight down the middle. Then he added the spin: This is absolutely fascinating. It is, as a matter of fact, the most fascinating scientific event in human history. It looks scary and upsetting, but the fact is that no one has been killed by it, save for a few drivers who swerved off roads, or rear-ended stopped traffic, while rubbernecking.