This is why I sell beer.
While the close of the story is the most fun - I find myself drawn to the beginning.I haven't been to SXSW but have paid attention to the writings coming out of it over the last few years and increasingly the opinions are that "it's getting mainstream" or that "the new people are ruining it".It reminds me of when I was in High School and everyone started listening to Nirvana.  The "early adopters" were pissed when that happened...