Bombora is a B2B intent data provider. Its core product, Company Surge, watches content consumption across a large co-op of publisher sites and flags which accounts are researching topics tied to your category. The pitch is to tell you who is in-market before they ever raise a hand or fill out a form. It scores weekly topic activity against each account's own historical baseline. When research on a topic spikes above an account's normal level, that lift surfaces as a surge signal, cleaner than a raw activity count. The signal feeds your CRM, ABM platform, or enrichment workflow as a prioritization layer. This is the kind of intent data Nebor is openly skeptical about. A surge score saying someone at an IP address read articles about your category is vague. It tells you a topic got warm somewhere inside an account, not who is buying or why, and acting on it alone tends to produce noise more than meetings. The stance is not anti-signal; it is pro better signal. We favor real, specific buying triggers like funding rounds, new hires, tech changes, and tracked website behavior, where the event is concrete and the play writes itself. Aggregated topic surge is at best one weak input among several, not a foundation to build on.