There must be money in those there gaming hills. It was with a great deal of envy and a fair amount of incredulity that we read about the Activision party at the E3 show in Los Angeles.
The gaming company used some of the biggest names in pop music to promote its Guitar Hero game. When was the last time you went to a vendor's launch event and watched Eminem, Rihanna, Soundgarden and Jane's Addiction? Yep same here.
Don't get me wrong after the jealousy dies down there is something to be said for a bit of over the top spending. It reminds people that the world of computing is glamorous, exciting and A listed. For far too long it has been about belt tightening and doing things on the cheap.
When I started in channel journalism almost 15 years ago there were trips galore, goodie bags and occasionally stars were rolled out at functions. Fellow hacks used to return from big vendor conferences talking of Elton John or Billy Joel opening proceedings with a few ditties. Sadly now a busker from the tube might even be seen as pushing the boat out.
So it is with a glass of tap water raised that we pay tribute to the games industry for reminding us all that fun still exists out there and the stars can still come out.