It certainly has fallen from the time when Apple used to announce its new iPods from its keynote stage every fall.
The keynote stage used large cube-shaped screens to represent containers in a fun and creative way.
It started off innocuously enough with three of the most obnoxious stereotypes that have ever graced a keynote stage.
Microsoft has used the CES keynote stage in previous years to unveil products like the original Xbox and Avatar Kinect.
"We are pleased to welcome Microsoft back to the CES keynote stage," said Gary Shapiro, president and CEO of the Consumer Electronics Association (CEA), which owns and produces CES.
Last year Dillon walked out onto MWC's keynote stage with a similar Sailfish sales pitch for the carrier community and beyond.
First, it's the only one I know of to launch on an Apple keynote stage, with an introduction from Tim Cook.
The demo vehicle, which was one-fourth the size of a typical car and equipped with camera sensors, was located on a scaled down model city away from the keynote stage.
I walked from the keynote stage to the expo floor, which next month will be packed wall to wall with exhibitors hawking all manner of gadgets and technology during CES.
