Fear always works. And since Florence did not turn into Category 5, they have to get innovative.
Last year we had very little snow in Colorado Springs, and I swear at one point weather person on local TV station was warning people about possibility of slippery roads because there was 20% chance of snow in 10 days. The drama that was going on in that TV segment was truly something.
Fear always works, just pay attention to Subaru commercials: if you do not get our car, your family will die in miserable death.