It's definitely a wheelin' event. It has become so popular that marketers take advantage of the attendance and participate in droves - but I don't think that takes away from the original purpose of the event. If you desire, you can wheel all week, and never once be pounced on by a marketer.
I've attended several, and enjoyed them all. I recommend that it's worth doing at least once - especially if you have never been to Moab before. It is absolutely a great way to get introduced to wheelin' in Moab. And there is nothing like seeing four or five thousand Jeeps rolling around town during that week.
I want to attend once but I don't do crowds really well so I'm not sure... I did Hot August Nights before and as long as I stayed away from larger crowds I did OK... But I'd like to see all the marketing & hype just once.
