i.e., the few thousand tickets available could have theoretically been sold out in seconds. The Moscone Center West would not even have the capacity for 25K+ Google employees, let alone the 10's of thousands of developers/students who would like to attend. My only point here is that there's a lot of demand and very little supply, so there's going to be a lot of disappointed people. I don't think a better registration system, programming challenges, doubling capacity, a lottery, etc will do much to placate everyone who wants a ticket. Perhaps the only sensible way to reduce demand would to be double, triple, or quadruple the price.
FWIW, I've been in 2009 and 2011 - in my experience, it's mostly engineers, developers and others interested in and actively working on Google technology - not people there for just for the freebies (although they are certainly welcomed).
Never tell people how to do things. Tell them WHAT to do and they will surprise you with their ingenuity. -- Gen. George S. Patton, Jr.