I’ve been going to CES for almost ten years now, and it amazes me that really, nothing has changed that whole time. The same people are saying the same things on the same stages, selling the same people the same junk with slightly higher price tags. But this year I had a great time and found some amazing companies — because I avoided at all costs actually stepping foot on the show floor.
The math is simple: when a company gets big enough to get itself a big booth showing off its products, it is almost always at that point that it ceases to be a source of real innovation — or at least the kind of innovation I think is worth tracking down and writing about at CES. They don’t do anything truly cool, nor anything truly dumb.
And I’m not punishing them for their success. I’ve seen some of these companies grow up from nothing to a flashy booth staffed by dozens, and that’s great. But they exist on a different plane now: they seed their news with sites ahead of time, they have private press conferences, they’re working in suites to set up sweetheart manufacturing deals. They’re part of the machine now. Congratulations!
(The most eloquent summary of this side of the show came from a cab driver. After he asked about the latest advances to the TV ecosystem, we explained — something about OLED versus Micro-LED and refresh rates and other things that make almost no difference. “And is it cheaper or more expensive?” he asked with a straight face — then he cracked a grin and laughed uproariously. He knew the score, and with a single question reduced the whole industry to a pack of charlatans, which is exactly right. That was probably my favorite moment of the entire week.)