But here's the theory: the band, Train, reportedly cost $800,000, probably plus expenses; the source said the Red Hot Chili Peppers and bands at that level are $1 million per plus expenses. Magic Johnson, who also appeared at Sage Summit this year, reportedly charges $60,000 plus fuel for his jet. My mystery estimator guessed Arianna Huffington and Martha Stewart at $50,000 to $100,000 each, plus expenses, and said Martha may also have a jet to fill up. This adds up quickly. Most of the 10 outside speakers were reportedly entertaining, although I wonder if they are worth taking that much out of content time. Intuit covered the costs of 140 or so VIPs, including members of the Top 100 accounting firms and international attendees. But, this person continued, "Hotel space is free if you buy the catering and AV and put people in rooms. Convention space is not that expensive either ... especially in San Jose." I have trouble imagining that the start ups and lesser-known companies that paid $6,000 for the wooden crate exhibits or $15,000 for the white unibrand kiosks – plus all their expenses –got their money's worth, especially given the lousy signage and crummy layout. "They will grow up or blow up," says one trade show veteran. But I suppose that's always been true.