SXSW has come a long way from its hacker culture roots, and all kinds of brands—from Pennzoil to USPS— now flock to the festival.

SXSW has come a long way from its hacker culture roots, and all kinds of brands—from Pennzoil to USPS— now flock to the festival. The commercialization of the scene there is thanks to corporations’ belief that their future is rooted in tech, and their desire to co-opt tech culture’s cool cred, and reputation for “idealism, rebellion, disruption.” (NYMag)