Microsoft Press Conference lanyard
From the classic silver mid-length chain dangles a multi-page flapping pass. By trying to make the details of the event easy, it in fact makes it rather confusing and difficult to navigate. It even goes so far as to suggest a bunch of other attractions one might like to try in and around Santa Monica - instead of attending those tiresome Sony and Nintendo Press Conferences presumably.
Difficult to get? Not that hard, most of GR got one. That doesn't mean Microsoft were free and easy with the invites, it just probably means we're (cough) really important.