I didn't know that. I should have guessed though.
I was there only on Friday and the only demos I tried were either really unfinished (Harry Potter, not good), ones that kept crashing (some online DnD game) or Katamari. So by the time I got a game that worked, and felt a little more polished just because it had some text mentioning E3, I was impressed.
Sad, isn't it?