For most of the IO's except for maybe the first Google has given away more free stuff then the cost of the conference itself. A noticable group has went simply to get this swag. 2 years ago they gave out 2 phones. Last year they gave out a special edition Galaxy Tab, a 4g LTE Mifi, and a Chromebook to attendees, and certain sessions also gave out things, one was a PS phone and one was an Arduino. I think almost doubling the price to $900 from last years $550 (I believe) is more to attempt to drive these people out. I was there last year and you could tell who was only there for the swag as they sat in the back and left the sessions or keynotes for the swag desk as soon as things were announced.