GW and FW going Gencon and PAX Prime

I noticed in the recent Forge World email that they are going to be at Gencon Indy and PAX Prime (Penny Arcade Expo) along with Games Workshop and Black Library.  I wonder if these represents a change in attitude for GW North America as they have not been going to these events recently or ever.  I know Privateer has had some big displays at PAX in the past.