One of the paradoxes of Hollywood is that the more money you have, the more companies want to give you their expensive stuff - for free. Over the past several years, the concept of "gifting" celebs, both nominees and presenters, at awards shows, has grown to the point that it almost eclipses the show itself. The Grammy gift baskets were worth $54,000, the Golden Globes swag worth $62,000. Each.  During Sundance, Cinematical talked with Jono, Moviefone's "swag king", about the phenomena, and what differentiates good swag from bad.

What's in it for companies? In theory, the chance to get their product in the hands of trend-setting celebs, with the hope that when commoners (that would be us) see Gwyneth Paltrow taking a free cruise valued at $22,000, we'll somehow be inspired to do the same. I don't know about you, but hey, sure -- if a cruise is good enough for Gwynnie, heck, I'll dig that $22K out of my couch cushions and catch the next cruise out of the Port of Seatle. Or not.