An upcoming and splashy event looms – time to market. We are in the fall show season and it shows. So the new product isn’t really tested past a slick prototype, but the brochures must get to the printers NOW. Why? CES (or Connected Health, ATA, or the mHealth Summit) is on the calendar and innovation is expected, no actually, innovation is mandated. For the price of a booth, press release, brochures, a demo device and all travel costs, marketers must market. Whether the product works? Not important for demo purposes. Does anyone need the offering? See the hype for 2010 launch of Healthrageous and now see the 2013 shutdown.