What links the musicians P!nk, Miles Davis, and the Anti Nowhere League?

Answer: they've all produced tracks titled 'So what?'

The very basic 'so what?' question is a helpful point of consideration for Drupa visitors and exhibitors alike.

A new gizmo can produce amazing quality. But so what if it costs a fortune and the quality gain will be imperceptible for all but a tiny minority of clients?

This new gadget is really, really fast. But so what if it's also really, really temperamental, and will never work reliably.

It's really, really cheap. But so what if it's a classic case of you get what you pay for, and the results are going to be unsaleable.

This new thing is way ahead of everyone else's thing in price/performance. But so what if it's essentially vapourware that won't ship for years.

It's really big. So what?

It's really small. So what?

It's revolutionary. So what if you'd rather not be a guinea pig for an as-yet unproven technology.

While P!nk's 'na-na-na-na-na-na-na' refrain is unlikely to replace the Drupa song as the tune on everyone's lips come May, the 'so what?' question remains an enduringly useful sanity check - useful for visitors to ask, and for exhibitors to be able to answer.