Aside from checking out the gear, the coolest part is getting to meet/talk with folks like Craig, Roger, Paul Reed Smith, etc. Folks that have shaped (and continue to shape) our industry.
If you're into live music, world-class musicians play both Friday and Saturday night.
This year, Dweezil Zappa played Friday night. Later in the evening, Steve Stevens got on stage.
On Saturday night, Eric Johnson played.
If you're looking for a substantial piece of gear, you won't find a better day (price) to grab it.