Yes it's brutal.Yes it's long. Think of it as speed-dating but instead its among the companies which we all rely on to support this industry. What's the purpose of the event? Well, aside from SEMA, it gives the companies and media a chance at a one-on-one meet and greet. It allows the growth of those companies as well as benefiting the magazines with good, hard-core stories. Every half-hour, associates from the media (web, print or video based) discuss potential story ideas and discover how each outlet can help each other. All in all, it's a great opportunity to place a face with a name.