As we reported previously, Morgan Spurlock auctioned the naming rights to his TED conference talk on eBay, with the winner, EMC, bidding $7,100. What exactly did EMC get for its money besides the naming rights? Well, that’s it. But if you ask EMC, a whole lot.

“When the opportunity presented itself, it was a natural for us to try and win,” Richard Snee, VP of marketing for EMC’s Greenplum division told us. “We got an opportunity to be at TED, which we weren’t going to go to, and Morgan Spurlock was my spokesperson. I flipped it around in my head and thought that was an opportunity I wasn’t going to pass up.”

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