Meanwhile, the Axe Bodyspray of personal finance — cool, fresh, and even sexy — is an upstart named Mint. Its unique features, wrapped in an exceedingly clean and appealing design, are winning tech-industry plaudits and brisk traffic. Mint went live on September 18, the same day it won $50,000 in the TechCrunch40, a demo derby run by Web impresario Jason Calacanis.

Remember when Bill Gross launched the search engine GoTo.com, later Overture, and shocked the industry by ranking listings by how much advertisers were willing to pay? At the time, his pay-per-click model was ripped apart as cynical and sleazy. But paid search ads, it turns out, were the right idea. The willingness of an advertiser to pay, among other factors, was actually a useful criterion for determining whether an ad might be effective, and it's a practice that's making billions of dollars for Google.

I think there's a similar effect here. There was no downside for TechCrunch40's presenting companies; if they gave a lousy presentation, all they wasted was the audience's time. One of the best-received startups was MusicShake. Note that MusicShake is based in South Korea, which means that its founders flew across the Pacific to make their debut, at considerable expense. They may not have paid Calacanis and Arrington anything, but unlike most of their peers, they actually had skin in the game.

Contrast that to the sloppy demos given by some Bay Area startuppers who only had to roll out of bed to get there — and looked like they just had.

By contrast, every company at Demo had some money at stake. It might not have been a big risk, but it was enough to make them take the event seriously. Shipley told me earlier this week:

Demo is involved in helping companies launch their products, and there are costs associated with that. That doesn't remove the hurdle of qualifying and being selected to participate. The fee is a commitment for a small company. It does signal a seriousness of intent — it is a bit of a bar for a company, and if you're able to clear that hurdle, that means that there's more at stake and the company is perhaps more viable.

The irony is that when I reported that DemoPit, TechCrunch40's for-pay sideshow that required startups to buy a ticket to the event, Calacanis blusteringly defended his event along much the same lines as Shipley, citing the costs of putting it on. Of course. But by making startups share those costs, Shipley is putting the invisible hand of capitalism to work as a useful sorting function. You know her companies won't waste your time. Why? They have money on the line.

Calacanis and fellow organizers Michael Arrington and Heather Harde, he claims, didn't just randomly assemble a bunch of startups willing to kowtow to their terms. Nor did they sift through the applications in some open, meritocratic process. Instead, they "curated" the list of presenters, as a university librarian might pick out volumes for a collection. Bloggers, too, try to dignify their work by claiming that they "curate" links, instead of admitting that they just post things they find interesting. By claiming to "curate," not "choose," people like Calacanis try to lend an academic dignity to their work — at the same time that they brush away charges of self-serving subjectivity. Of course the selection is biased and untransparent. But by calling his choices "curation," an entrepreneur can spin greed as good.

The most ludicrous, self-defeating requirement — the one that prompted Boutin to detach himself from his keyboard and head downtown — was that journalists not publish the list until 9 a.m. Monday morning — a full two hours after TechCrunch itself said it would publish the list. Boutin, of course, did Calacanis a huge favor by doing so.

In reporting the publicly available list before TechCrunch40's unilaterally imposed embargo — an embargo, one should note, that Boutin never agreed to observe — Boutin actually gave TechCrunch40 a shot at gathering attention. Instead of being buried in the noontime news mix, the TechCrunch40 list hit the top of Techmeme first thing Monday morning.

So Boutin has inspired me. Shipley deserves the same kind of buzzmaking attention for her upcoming startup showcase. I know that the Demo lineup has been circulating. Why? Robert Scoble, for one, has been filming videoblog episodes with Demo participants all this week.

I can't make it down to San Diego, but if anyone gets their hands on the list, please drop me a line. Fair's fair. Help a girl out, won't you?

Like most of the blog chatter earlier this week, the conversations kept coming back to the TechCrunch40 conference held the day before. A fair number of the guests had attended the conference, and gossip about the event kept coming up. "It was a shit show," said one VC, even though he admitted a moment later that he was glad he went. The most scandalous revelation was one that every conference presenter should note and take to heart. Make sure the outfit you wear is neither see-through nor cut too short. Apparently the front few rows got an eyeful during one presentation, due to an unforeseen skirt-slit placement and an unfortunate choice of underwear. Oops.

I'm drunk. But that's okay, because my editor spiked my TechCrunch piece. "This isn't what we expected at all," he said of the show, having been lured by the big-brain judges and the presumption that Arrington's top-secret reveal would be another iPhone. I suspect the next such blind event will have trouble getting reporters to show up, except the sort such as Wired who make themselves part of the story. These effectively worked for Arrington this week, publishing what he wanted when he wanted. Given the endless EMBARGO EMBARGO EMBARGO rules I couldn't keep straight, it was a relief to have no actual news to break. I forget my point, but see you somewhere else next year.

So, how was the crowd? Michael Arrington was there, of course, holding court and greeting well-wishers. TechCrunch CEO Heather Harde overviewed the event. Lots of TechCrunch40 presenters and DemoPit participants showed up, including Powerset CEO Barney Pell, who declined to take credit for his company's vodka giveaway, though he was a fan of the fun schwag.

I asked Pell about his company's participation in TechCrunch40. Powerset has gotten a fair bit of press in the past year. Wasn't the whole purpose of the conference to show off undiscovered companies? Pell told me that the conference organizers had actually come to him and asked Powerset to present. Interesting.

I, unfortunately, missed MC Hammer, though fellow TechCrunch40 "panel of experts" member Sarah Lacy (pictured above, with Arrington) was there. No Jason Calacanis, though. When asked about his partner's whereabouts, Arrington guessed Calacanis skipped the event. Running a conference does tend to tucker people out. So much for his treadmill workouts.

As the night went on, the over business agendas came out. One startup founder talked to me about his desire to sell for "at least $20 million" and started strategizing about potential buyers to target. Another presenting company was a bit more level-headed about the event. When asked about his reaction to being selected as one of the 40 lucky ones, he demurred. "It's not going to make us or break us, but it's nice," he said. Nice. Oooh. That hurts. Somehow I doubt, of all the words Calacanis and Arrington might be hoping to have carved on their tombstones, "nice" was on the list.

Only the more grizzled members of San Francisco's press corp even remember Comdex. The once-legendary — and infamous — tech expo was hot well into the '90s, but it rapidly fell to pieces as it overexpanded. As desperate gadget hawkers tried to lure attendees to see their wares, they hired comely "booth babes" to staff their exhibits. TechCrunch40, the Web 2.0 startup conference organized by TechCrunch editor Michael Arrington and entrepreneur Jason Calacanis, is infinitely smaller than Comdex ever was. But the comparison is still apt. Bypassing Comdex's successful years, TechCrunch40 is going straight for the seedy, desperate late stage of Comdex, as these two short-shorts-wearing publicity-mongers prove. (Photo by Myles Weissleder)

Subject: TechCrunch40 Conference: Final Details and Embargoed Information Release Schedule

Dear Members of the Press,

Michael, Jason and I look forward to hosting you at the TechCrunch40 Conference this coming Monday-Tuesday, September 17-18 at the Palace Hotel. We're incredibly proud of our line-up of start-up companies to be unveiled over our two day agenda and look forward to your critical eyes.

As you can imagine, our 40 presenting companies and 100 DemoPit participants are incredibly anxious to reach out to you during the conference. Since the format of our agenda is a bit different from other conferences, we wanted to share additional details about logistics and embargos to help make sure we communicate expectations to all clearly.

IMPORTANT Embargoed Information

9 am PST Monday, September 17

Press may release the names of the 39 companies selected for TechCrunch40 starting at 9 am pst, Monday September 17. We have elected one wildcard presentation slot that will be based on "audience choice voting" from the 100 DemoPit companies pitching in the Gold Ballroom. The 40th company will present during the last demo slot on the agenda, Tuesday afternoon. All 40 companies are eligible to win the TechCrunch40 $50,000 grand prize to be selected by our expert advisors and TechCrunch40 team.

Individual Company Embargoes, Rolling Based on On-Stage Presentations

Press may release coverage about the 39 companies individually starting with their respective on-stage presentations at the conference. Companies will not be launching their sites to the public until they go on stage to present. We reserve the right to pull any presenting company that does not comply with these policies. We will have classroom seating in rows reserved at the front of the Grand Ballroom exclusively for Press, and we will be providing dedicated Internet access to Press vs the general audience to facilitate live blogging at the event, etc.

Press Registration and Press Room

Press will be invited to check-in at the Ralston Room of the Palace Hotel (to the right of the Garden Court) starting at 7 am. The program guide and techcrunch40.com will have complete information about the TechCrunch40 companies.

We have a dedicated Press Room in the Sacramento Room on Mezzanine Level of the Palace Hotel open 7 am - 7 pm each Monday and Tuesday exclusively for your use.

We're really anxious to start the show. See you soon,

—Jason, Michael and Heather

If true, then the organizers — Internet entrepreneur Jason Calacanis and TechCrunch editor Michael Arrington — have figured out a very clever hack on the startup-conference business model. Instead of charging startups directly, charge venture capitalists to let their favored portfolio companies in. And throw in a handful of unfunded startups to make it all look above-board. Surely the sponsors — Sequoia Capital, which has backed Calacanis's Mahalo; Mayfield Fund; Charles River Ventures; and Clearstone Venture Partners — would heartily approve of this scheme. It's brilliant. Ingenious. My hat is off to you, Jason and Michael, if you have indeed pulled this off.