CES and E3 exist because many people, especially the press, are willing to go. Apple, Google, and Microsoft have a big enough draw that people (the press) will

CES and E3 exist because many people, especially the press, are willing to go. Apple, Google, and Microsoft have a big enough draw that people (the press) will pay to go see what they provide. Smaller, less-dominant companies don't inspire the same level of desire. What good is saving money by providing your own show if nobody comes?