The lights have dimmed on another SEMA show, the elaborate builds have been loaded onto trailers, and the Las Vegas Convention Center has returned to its usual hum. But some conversations from the show floor are still echoing in my mind. What Actually Matters at Trade Shows Walking through SEMA is an assault on the senses. With over 2,000 exhibitors competing for attention, it's easy to get caught up in the spectacle – the custom builds, the celebrity appearances, the careful