I had the pleasure of meeting Ian Roberts of Red Redemption yesterday. He's at Develop with his company's environmentally themed strategy game, Fate of the World.
Ian talked at length about the game, the motivation behind it and the educational value of games. He was animated about his subject, proud of his work, and had a sense of marketing story. He clearly cared, and that's an infectious quality.
Contrast this with many other indie teams of two or three young guys at the same show, mostly showing variations on physics gameplay. Mostly explaining the features or controls of their game, their engines, technologies and techniques. Mostly well executed. Mostly admirable. But all essentially the same.
Their pitch was "look what innovation we have developed". Ian's was "Here's our contribution to changing the world." The difference? Today I remember Ian's name. Everyone else belongs to yesterday.