There are free samples and there is a separate ticketed event called "sample spree" that involves being able to obtain unreleased fabrics. I don't know whether folks pay full price or not at sample spree. Sometimes quilting bloggers will go if they want to write a book, design fabric or patterns in the near future. It's a chance to network and get to know folks who can help you achieve your quilty business goals. I've never been personally, but I have friends who have gone and I read the blog posts about it in blogland