I think your question was a pretty low barrier to winning, but I guess not. That's about when SXSW became more of a circus, filled with lots of "fake it 'till you make it" types. I would overhear people practicing their pitches (usually in an elevator!) and they were all different combinations of the same phrases that were trendy that year: "We offer crowdsourced coupons via influencers to create brand awareness.." "We work with influencers in offering coupons, to crowdsource brand awareness.."