I certainly didn't show up just to check out their rig, but being a Fractal owner, my eye was drawn to that unmistakable green LCD display and I had a "how about that, they use an Axe-Fx" moment.
I think its important to not get so caught up in the details that you miss the overall show, but at the same time, being a guitar player and something of a gear head, I can't 100% ignore catching a glimpse at the rigs.
When I used to cover concerts for a living, I'd always be waiting up behind the barricade, or side stage, depending the access, and there isn't a better way to kill that time than checking out the gear, taking a few pics of the pedal boards etc. Often times the techs would come over and chat a bit, assuming they didn't have any tune-ups etc left to perform.
Fun part of a concert really, getting to talk a little shop about how it all works with the guy who likely built the rig, and then getting to watch the guitar hero make it sing