^That's a huge spin of the results too, though. You say "28 threads in the last 24 hours" as if they've all been discussing Firefly that time, which they obviously haven't.
I just did play around with search a bit. There have been 12 threads with "Firefly" in the title in all of 2009. Of the remaining threads on the first page of "Search entire post" results, most of them are subjects where it's perfectly reasonable for it to come up, and/or really long threads where it's not unreasonable to suppose it may have been mentioned at some point. The remaining threads I'll grant I'm curious how it came up (not really sure how it's relevant to Karl Urban's hair color).