As Chris Matyszczyk at CNet points out, if ranking hotness were a crime, Mark Zuckerberg might have been arrested before he could get Facebook up and running.

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Another hotness indicator is the presence of those companies that have nothing to sell this year, but knowing they need to have a high profile at the show, substitute hype (usually crazy marketing stunts) for real products.

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The cause of this problem is those members of the enterprise who are excited about whatever the New Hotness is are usually upsetting the status quo for the groups that have to support and manage whatever it is impacts.

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