Intuit followed the same approach in publicizing its QuickBooks Connect conference last fall. It's like "Gee, no one can possibly be interested in what our business does." The press release announcing the advent of Sir Richard Charles Nichols Branson says, "Sage Summit 2016 gives attendees unparalleled access to an ecosystem of like-minded individuals, partners, and mentors and inspiration to help them accelerate their businesses." Last year, Sage made it clear letting the trade press near its channel was not part of that promise, which led me to boycott the show. On the other hand, it turned out to be very efficient as I would have spent a lot of time and effort trying to get to know executives who are no longer with the company.