Sometimes people are primed to hear in a certain way. When a word like braggadocious suddenly appears, it's like, 'What, is he just making that up?'
Since Madonna is positioned as always "cooler than thou", we all are primed for schadenfreude if something in her fabulous life goes amiss.
A hotter, moister atmosphere is an atmosphere primed to trigger disasters.
A business based on brand is, very simply, a business primed for success.