In her introductory comments, Demo executive producer Chris Shipley explained that Demo's goal is to present the broader picture of the high-tech market, not just about Web 2.0 companies, gadgets, enterprise software, etc... In Shipley's words all these market segments are inter-related and sometimes "magic happens" and people see connexions, investors find new ideas, etc. For Shipley, Demo regroups the very best product of all these different markets and should provide us the "big picture" of the high-tech industry.
Shipley ended her short keynote with an advice to future product makers:

"In the months and years to come, the most important aspect of any technology product I think [...] is going to be the experience".