Ive ran a business before and I know decisions have to be based on whether it will potentially generate income. That being said I think if anyone is on the fence about this show you have to also consider that this could grow to be a huge annual event like the Kzoo show. Less of a short term investment perhaps but a long term investment that could turn sizeable profits in the future. Putting your products in front of a new audience that may not be familiar with your brand is never a bad thing.
You cant always wait for an event to become big enough to justify your investment, sometimes you have to be the catalyst that helps creates the show that sells your product. I think Papa Bear may have employed a similar method, create an excitement for a product people didnt know they had to have and cultivate new methods of exposing the public to your line. In short plan for your future.
I for one am looking forward to this show, I hope it doesnt get canceled.