Only those who pre-registered will find a coupon in their pre-reg package that will allow them to pick up a chip. A $15 purchase at Hard Rock is required. For those who find this purchase policy objectionable.... I'm sure there will be some folks offering to pay $15 for these coupons in the event one does not want to use it. Remember, these chips are highly sought after by HRC pin collectors ... who in all probability did not pre-register for the convention.