Others lend their names and recognizable faces to brands ( Taylor Swift) and merchandise (Jonas Brothers) and embrace product placements ( Lady Gaga).

FORBES: Magazine Article

Other observers note that while it's the flashy product roll-outs that get the attention -- pop stars Taylor Swift and Lady Gaga already have made appearances this week -- it's the deal-brokering among tech players behind the scenes that truly matters.

CNN: What is CES anyway?