Sony had a contest to allow people to attend E3. Traditionally, you have to be in the "industry" to attend, but with web-comic artists being considered media, more and more people are going that would never have gone before.

Well, I can understand someone like Gabe and Tycho from Penny Arcade being allowed to attend. That comic not only has a massive, almost cult like following but also centers around gaming. I mean, even the whatever the heck his name is creator of the Phantom console read the comic about him, and remarked to Tycho when he saw him at E3 that he had just killed a dog out in the parking lot.

Better yet, the Phantom booth at E3 had signs up saying "Lies, Deceit, Chicanery, etc" just like the Penny Arcade comic strip. The Phantom Guys obviously were very tongue in cheek and could take a joke well.