• by Gavin O'Malley , Staff Writer @mp_gavin, March 8, 2013

From agonizing over his wardrobe and rehearsed repartee to that warm, slightly weird tickle in his gut, Mashable’s Lance Ulanoff goes all the way with his analogy of SXSW as one big blind date. “We met last year, but I really don’t feel like I know SXSW 2013 all that well, especially because, as a show, she’s about as amorphous -- even unfocused -- as you could imagine.” Rather than a one-night stand, however, Ulanoff is looking for love at SXSW. “I … need to find the core of what SXSW 2013 is about,” he makes clear. “For us to have a meaningful relationship, I want to connect with the essence of the event.” We love his dedication to the analogy, but, for his sake, we hope Ulanoff understands that SXSW's value is as about lasting as a cherry Life Saver.