That incessant drone your hear -- that background buzz that sounds like thousands of unrelenting bees -- is actually the sound of thousands of South African vuvuzela trumpets being blown at once.
Plenty of criticism is on the South African tradition, with many detractors saying it takes a lot away from the Cup experience.
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And "The Early Show" anchors have certainly noticed.
They discussed it Monday.
"You can barely hear the commentators!" Chris Wragge complained. "Can you imagine if we had to do this two-hour broadcast" with that going on?
When someone on the set blew a vuvezela, Erica Hill said not to believe anyone claiming the noise isn't as bad in person. "It's worse!" she observed.
"It makes me angry" Julie Chen remarked.
Hill said she'd think the sound is distracting to the competitors if you're not used to it, as South Africans are.
France's team has said it is indeed a distraction, and that you can't concentate on anything else or communicate with other players, Wragge pointed out.
And Cup organizers are mulling muzzling them, at least in part, Wragge said.
"It's the new "Early Show" theme, Dave Price kidded.