It is now called, simply, The Play. There is no need for further explanation, because there has never been anything in the history of college football to equal it for sheer madness. You've seen The Play, of course. Anyone who so much as glanced at football on television in the final weeks of last season must have seen it, for scarcely a college or professional game was shown that did not feature The Play at halftime, usually to the musical accompaniment of the William Tell Overture. But if by some phenomenal oversight you did miss it, videotapes of it are available from the University of California at $100 a pop. Within two months of The Play, the university had sold more than 250 tapes. For a lot less—$6.50—you can buy a tape recording of announcer Joe Starkey's hysterical account of The Play from San Francisco radio station KGO. Within three weeks, more than 4,000 of these tapes had been sold. T shirts with a complex diagram of The Play, marketed by Cal's Alpha Sigma Phi fraternity, are also available for $8. Some 20,000 of these had been sold by the end of July. Glossy photographs of The Play can be purchased from the Oakland Tribune for $5 apiece. In short, The Play has become the basis of a sort of cottage industry.