Annika Olsson analyzes the appearance, popularity, and significance of the term for extreme weather, “extremväder,” in Swedish media. In the United States, the hyperbolization of weather is marked by increased promotion of media catchphrases such as “Snowmaggedon” and “Frankenstorm.” The Weather Channel seeks to cultivate spectatorial anticipation in relation to the next storm rolling in by heavily hyping the alphabetization of named winter storms. (Notably, in doing so the channel mimics the public authority of the National Hurricane Center to name hurricanes and tropical storms; the channel’s rollout of its selected names has veered toward the grandiose with such choices as Brutus, Gandalf, Jove, Nemo, Triton, and Zeus).44 In a remarkable development in March 2013, The Weather Channel demonstrated a new adeptness in generating forms of self-reflexive content by airing the one-hour special A Storm Named Winter, a program about its own programming and marketing choices. Such swaggering displays of media power and displacement of public entities by private ones are significant in their own right, but they may also interrelate with other institutional and corporate maneuvers in the context of neoliberalism. While The Weather Channel hones its marketing agenda through histrionic storm naming, it inadvertently makes Americans less “prepared”: home insurance policies increasingly include a provision that specifically excludes coverage for damage inflicted by named storms.