Things that stand out in my mind from day one:
Surly has an even fatter tired bike than the Pugsley now called the Moonlander(holds a 4.7" tire) & a 29" wheel version of the Troll called the Ogre(this looks like a fun bike to me).
Ultegra electric shifting is pretty cool especially when you figure in the price difference from the Dura Ace Di2. The Campy version is also looking nice.
Lots of trail bikes around 6"ish of travel.
The guys from Revelate designs had a small booth way in the back of the second floor(well worth searching them out) they make nice stuff.
Odd things I saw:
Unicycle with training wheels, numerous skateboard/scooter/bike hybrid things, and Barry Bonds looking at Italian road bikes(they'll let anyone into this thing now).
-Chris