Once again thousands of people descended upon the 2012 SXSW Interactive conference. It's the thing to do now, especially if you are young, affluent (i.e. you have a job) and work for a) an advertising agency, b) a "digital" agency, c) an Interactive development company and d) a social media company. You'll also need a company expense account.
You score points if you can combine the following buzz words - UI/UX/Interactive/Digital/Social/Mobile - into a phrase or sentence, even if you have no idea what they actually mean or how they are applied back at the day job.
Of course it's easy to be cynical when you see the herds. I just hope that they won't break the web.