As this NYT article explains,

As this NYT article explains, I’m so excited to be spending time in Hollywood for Pixonics: “From showing up late to business meetings or not at all for social engagements, to not returning calls, Hollywood etiquette is all about reminding others that you are more important than they are. The practice of canceling a lunch or a dinner date when a better invitation comes along is so common it is known as B.B.D., for Bigger Better Dealing.”