At one South By, I received a pack of “Internet ALL STARS” trading cards as a promo for a software company. They featured people like Robert Scoble and Gary Vaynerchuk, and included their websites and Twitter handles. The importance of Web 2.0 celebrities is frequently reinforced, meaning that even if you don’t know who they are at your first SXSW, you will afterward.

Alice E. Marwick, Status Update, loc. 200