"In 1995, the Irish government saw potential in international 'Irish' revelry. They reinvented the holiday at home to kick-start the tourist season. Now thousands of partiers head to Ireland for the 'St. Patrick's Day Season' as Guinness has called this time of year. (It used to be called 'March' or, for Irish Catholics, 'Lent.')" [http://en.wikipedia.org/wiki/Jean_Baudrillard#End_of_history_and_meaning|Baudrillard'd!]