Cannes has grown in importance as a conference, attracting non-traditional companies like sports firms turning into media companies. The environment at Cannes allows for serendipitous interactions and networking opportunities. The Musk-Yacarino apology tour at Cannes is highly anticipated but expected to be met with skepticism. The conference also raised questions about brand safety and marketing strategies, emphasizing the importance of making appropriate decisions to avoid negative repercussions.