They’re all a part of the judging panel for the Next-Gen Windows OS PC Design Competition.
You can find more details at www.startsomethingpc.com. The secrecy has been lifted and now I can talk about it. At ~2pm PST we also posted new links to the trailer shown at WinHEC.
RSS feed here with more details I wrote on what we’re doing. Yet another team is hopping on the Cluetrain.