One of the best marketing gimmicks of CES was the Jawbone headset trade-in. If you took another manufacturer's Bluetooth headset to the Jawbone booth, Jawbone would give you one of their $119 headsets for free. This was a great way to get their products into the hands (and ears) of the press and to build buzz during the show.
Just about everyone I saw using a headset at CES was using a Jawbone. Will be interesting to see if all of those who got one at CES like them as much as I did.