SXSW is South By Southwest film and music festival. http://sxsw.com/ It starts in less than a couple weeks (March 13th - 22nd in Austin Texas) therefore the reference to 11 days.
Cisco is funding the documentary "Detected" and will be having an event where the world premier of the trailer is shown at the Mimosas and a Movie event.
SXSW is South by Southwest, one of the biggest and most popular "indie" music and film festivals in the USA.
(Think Bonnaroo & Coachella Music Fests and combine it with Sundance Film Festival?)
SXSW has a reputation for boosting otherwise unknown bands' and movies popularity into the next level and beyond. The same goes for promoting any kind of product as revolutionary as the iTbra.
If a major music/film label or a major company is going to put their reputation on the line staging a crappy band or a crappy product... SXSW is NOT the place to do it!!! They would end up having a lot of embarrassing explaining to do afterwards.