Microsoft’s Build conference for developers is always popular, but this year, that’s especially so. Tickets for the multi-day event in San Francisco sold out in less than an hour.

Compare that with last year, when Microsoft ran out of tickets in 31 hours. (In 2012, it took just one hour to run out of tickets out — but that was three years ago. Last year that took more than 24 hours.

The celebrity-worthy sellout this time around might well have to do with the fact that so much of the tech press yesterday was dazzled by Microsoft’s augmented-reality creation, Windows Holographic, with its accompanying space-age headset, HoloLens, as well as the newest features in Windows 10.

Each ticket for the conference, which runs April 28-May 1, costs $2,095.

At the conference, developers will hear more about Windows 10, as well as Windows Holographic, among other topics.

At last year’s Build conference, Microsoft demonstrated its Cortana personal digital assistant and announced “universal Windows apps,” among other things.

A tweet from Microsoft’s Build account announcing that registration was open went out at 8:58 a.m. Pacific.

Registration for Build 2015 is now open! http://t.co/TyJ3yNsNak — Build (@bldwin) January 22, 2015

By 9:46 a.m., all the tickets were out.