CES 2013: Qualcomm's 'born mobile' keynote in full
Qualcomm's effort was a rather memorable one, too.
Running throughout the presentation was a 'born mobile' mantra, and - with the unveiling of the new Snapdragon 800 range - a desire to link up the smartphone market with the PC and smart TVs.
Perhaps more interesting than all that, however, were some of the more 'bizarre' moments littered from beginning to end.
The opening segment, for instance, is either a rather offensive and arguably a really big mistake, or - in view of the buzz it generated across social media - a stroke of genius.
You be the judge.