Ek, left, and Williams left a lot to be desired
The keynote addresses at SXSWi - Twitter CEO Evan Williams and Spotify visionary Daniel Ek - couldn't possibly live up to the hype surrounding them in Austin, granted. But they didn't even come close.
Williams was engaged in a love-in with his interviewer, Umair Haque, explaining what makes Twitter so great and how he made the decisions to make it so great. It was almost painful to watch. I'm not ashamed to say I stormed out.
But at least Williams unveiled a new feature in @anywhere. Daniel Ek, the boy genius behind Europe's Spotify, did give the audience a single crumb.
He was rumoured to reveal when the iTunes rival would jump the Atlantic, but instead offered platitudes. To be frank, I expected more from his interviewer, Wired's Eliot Van Buskirk.
The problem with these keynotes are not necessarily the drab subjects or bad interviewers - at least not alone. The problem is partially in the format.
With a one-on-one interview, each is relying on the other to create something worth watching. In the end, neither is dynamic enough to carry a room of 2,000-plus people.
This is turning into a recurring event at SXSWi. Two years ago
Last year, the Facebook guy, Mark Zuckerberg, caused the similar frustrations.
Anyway, bring on the music.