Interesting, Ive seen a trend for this sort of thing in the AV and Content Creation (NAB, IBC, InfoComm & Broadcast Asia trade shows esp.) industries over the last couple of years. Large Suppliers holding dedicated events at the same time as major trade shows.
It carries a lot of benefits, not the least of which is that it is often much cheaper than building a massive trade display. Also, you spend the money knowing that while your customers are in the space, your message is the only one they are seeing and not 100s of other suppliers all at once.
Not surprised to see the same sort of thing happening in other industries too.