What is HD's Chromecoming?

I see it advertised more and more often and was out of town last year when our local shop had theirs...
I heard that you could pick up some dress up items for a 'better' price, but not sure what else goes on...
This isn't setup secretly by Skip, is it?

 

better leave your credit card home!!

 

I believe it is just a event that each dealer has to introduce the new Harley models for the year. Also any new motoclothes and accessories that may have come out.

At least that is wha my understanding of the event is, I may be way off.