For example, TasteJive connects amateur wine lovers with affordable wines in a playful way (e.g. "My kids are yelling today, so what wine should I get?") instead of the usual aficionado wine descriptions, such as nuttiness and hints of asparagus.

TEEspy aimed at golfers makes a social game out of the storied pastime. After playing a round, golfers input their scores into TEEspy, earn badges and compete against their friends.

Taking a page out of the social dating scene, He Likes Me, He Likes Me Not is a social network that lets people anonymously gossip about their dates.

Other companies showed spectacular technology but little else. Aurasma 3D-I combines the physical world with three-dimensional objects in ways that make for interesting gaming--much like the wait-and-see itself.

Director of Intel Capital Christine Herron's initial response to such technology, "Wow, cool, so what do you do with it?" sums it up.