There is a lot of mystique going on here. New sponsors, prizes, beer, can you go wrong? If I know Matt and Mo this is going to be big. Like Interbike big. Bigger than Interbike big. In fact, "Interbike- you can take your Sinclair Imports party and go screw" yeah, that's how big this is going to be.
Plus, one of those "Prizes" and this is also big news, is Embrocation Volume Two. You heard it here first. Its bigger, glossier, and amazing-er.