Publish / Subscribe can be used for building highly scalable mission critical applications and is a good platform for application integration, but did you know it can also be used to notify users of web page changes, perform intelligently targeted distributed queries and for efficient nearly instantaneous voting systems? We will talk about new protocols for these uses and other uses. TIBCO has been known for building trading systems for the financial world, messaging systems for factories and application integration for corporations worldwide with a $2 Billion installed base, but, publish / subscribe is more of a revolution than simply another way to do the same old thing.