...and now for something really quite different...
ISA has been frozen out of the User Group business since they duffed the ball at Tech/Expo in the mid-1990s, and they've seen their end users and vendors go on their own having profitable and successful user group meetings the size of some of which rival the ISA show itself, and in one case (Rockwell Automation's Automation Fair) is considerably larger than the ISA Show.
So, the new and innovative ISA leadership has been looking for ways to horn in on the User Group space, and see if it can win...