I always thought E3 was closed to strictly the gaming industry and those that worked in it. I didn't think you could get a pass into the show unless you had those qualifications.
From the website:
Is the show open to the public?
Is the show open to the public?
No, E3 is not open to the general public. E3 is a trade event and only professionals from the industry will be allowed to attend. Individuals who are not able to document their direct and current professional affiliation to the interactive entertainment industry are not qualified to attend E3. All E3 attendees are required to show government-issued photo I.D. (such as a driver’s license or passport) upon request.
http://www.e3expo.com/attendees/faq.aspx
Just the fact that it sucks you can't attend unless you have these qualifications.