Of course, not everyone is sold on the need to change, even if a sponsor might pay a king's ransom to insert its product into an NFL game.

WSJ: Why Is the NFL Afraid of Technology?

That something was a product called SplashGuard, a silicone insert that acts as a seal-cum-opening to make spilling nearly impossible.

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And to add another layer to the festivities, Chanel brought in a vending machine from which guests could insert a gift card and choose a single product, including nail polish, lipstick and eye shadow.

WSJ: Tribeca's Expanding Calendar

If you don't qualify for our Insert Coin contest but still want to get your sweet product in front of the eyes of the Expand audience of early adopters and tech enthusiasts, we have very affordable sponsorship opportunities available.

ENGADGET

We first heard about Observos a month ago when it became a participant in our Insert Coin semifinals, but it wasn't until the Hexagonal Research product showed up at Engadget Expand that we were able to see working models of its environmentally aware sensors.

ENGADGET