This chapter takes up and centers the voices from commerce. Here the chapter reports an event ethnographic approach for pinpointing the media ideologies at work in Swissdidac, Switzerland’s largest marketing exhibition/trade fair aimed at various educational players. The chapter is critically grounded in the neoliberal education-business complex where technology is often heralded as a quick fix pathway (e.g. Selwyn, 2016) to successful, inspired teaching and learning. In tracking verbal resources, but also in tracking visual, material, and spatial resources, and in relying on ethnographic insights from participation at the event, three ideologies in action are discussed: 1) an exaggerated newness and innovation, 2) the contradictory reinscribing of traditional teaching practices, 3) and technology as a playful consumer-lifestyle resource. The chapter argues that discursive regimes of the “digital quick fix” and consumer lifestyles are employed to translate policies and develop and promote teaching materials. In doing so, it shows how machines are being prioritized over learners and consumer lifestyles over critical thinking. Just as textbooks have long been big business, it is now technology where the profits are to be had.