SXSW. You know you're going. You know you're going to encounter some interesting people. But did you know you're also going to be lying to yourself, repeatedly? "No I won't." you say to yourself. That's just a bonus lie before many, many more to follow. Like these...
1. "This year, I’m going to skip SX, last year was wack."
The pre-festival lie that gets the ball rolling!
2. "I look cool with these free Google+ sunglasses on."
Deep down, you must know the truth. Right?