I quite enjoyed the show but it did seem a little disorganised, as you say. It would have been better to have the commercial stalls grouped together, the "volunteer" pros (who've most definitely got the T shirts!) to inspire you together, and the various vehicle owners' clubs grouped together. The "tracks" to wander on between the "stalls" didn't seem to be on any obvious grid either.
Maybe the fundamental idea was just to wander about the show and "discover" and chat as one does on extended travel?
But saying all that...there must have been a serious percentage of the world's expedition and 4x4 vehicles there to gawp at and lust after.
Must remember to buy a lottery ticket...