From the article:
Hello from Seattle, Washington!
Specifically from the commerce-laden dealer halls and gamer-filled corridors of PAX Prime 2012… otherwise known as the Penny Arcade Expo. For anyone in the gaming industry, PAX represents one of the most interesting gaming conventions we can attend. Its extravagant exhibitor booths, sneak previews of awesome new games, and enormous attendance (100,000+ attendees!) give companies like Cool Mini or Not a chance to help bridge the gap between video game-centric fans and board/card/miniatures game fans. If sales at the Cool Mini or Not booth were any indicator, this effort was a complete success!