The South by Southwest festival, which drew 72,000 industry influencers to Austin, Texas this year for a week focused on music, film and emerging technologies, featured appearances by President Barack Obama and the first lady along with a slew of new product launches. But Farhad Manjoo at The New York Times noticed one thing missing from this year’s event: tech.

“This year SXSW, as the festival is known, feels like a story of how the tech ethos has escaped the bounds of hardware and software. Tech is turning into a culture and a style, one that has spread into new foods and clothing, and all other kinds of nonelectronic goods. Tech has become a lifestyle brand.”

Read more in “At SXSW, a Shift From Apps to a Tech Lifestyle.”