It's Giant president Tony Lo, snapping away at products on the exterior of the Specialized booth.
President Lo - a dead ringer for a young Yul Brynner - is not exactly the most incognito of industry figures.
Coincidentally, the chap walking into shot is Shimano Europa's commercial director, Frank Peiffer.
And, below, is Pacific Cycle going to get into wacky bikes? CEO Chris Hornung was spotted eyeing up this faired recumbent at Eurobike.
'Course not, and Pacific Cycle - owner of Schwinn and Mongoose - is probably not going to divert course when its new co-owners are announced.
The deal was expected to be finalised for an announcement at Eurobike but the soft US economy - and the US bike trade's lacklustre 2003 - is thought to be holding up the deal.
The sale of Wind Point Partner's 43 percent share of Pacific has been ongoing for many months. The new partner is likely to be corporate finance, rather than bike trade.