Semicon West is just one day old, and I've already accumulated five thumb drives. I like them a lot better than paper press kits or even CDs. The materials are right there in electronic form, and when I'm done the thumb drives themselves come in very handy.
I remember the first time I ever saw one of those things, holding it in my hand and thinking "ubiquitous data." The most valuable part of any computer, from low-end PCs to massive server farms, is the data it contains. Flash memory puts that data in the palm of your hand, and that's why demand for flash seems to be perfectly elastic. The more people have, the more they want. An address book is useful, but having your favorite music and pictures of your family with you when you travel, that's valuable.