Because when there's VR and cosplay around the corner, a simple gaming keyboard is not going to cut it.
Logitech's installation at PAX East at least caught the eye. It's made of 160 keyboard, with every key thenlaser-etched for more (multi-colored) light to bleed through. Each key acts as a pixel, treating you to a short Earthbound-ish bullet-hell cross-over... thing in glowing primary color joy. It teamed up with Iam8bit to program the short movie.