They're all a part of the judging panel for the Next-Gen Windows OS PC Design Competition.
You can find more details at www.startsomethingpc.com. The secrecy has been lifted and now I can talk about it. At ~2pm PST we also posted new links to the trailer shown at WinHEC.
RSS feed here with more details I wrote on what we're doing. Yet another team is hopping on the Cluetrain.
Disclaimer The opinions expressed herein are my own personal opinions and do not represent my employer's view in any way.