What's good swag nowadays?

When I went to PC Expo in 99, it was all about the t-shirts. We actually had to give out t-shirts with each session we gave at our booth, otherwise no one would stick to the booth for more than a minute. But recently, someone told me that customers are tired of t-shirts. Are they cool anymore? I haven't worn my shirt with Bill's mug shot on it in years (granted, I don't wear many t-shirts anyway).

So I'm investigating giving out swag as a thankyou for something, and I'm looking for something in the say $5-10 range. One thing I'm looking at are books from MS Press, being that I can get them for very cheap, thus saving valuable dollars in my budget that can be spent on implementing the actual program. But is a technical book about a product really that interesting or is that “ugh, yet something else to read for work”?

So, I have two questions:

#1: If you had the opportunity to pick the swag you get, what would you pick? Under $10 per unit (keeping in mind that there will be some economy of scale).

#2: Also, if you could choose between “something small that every person would get” like a tshirt/book/etc versus “a chance at something bigger, and not every person will win” (i.e. xbox, xbox games, maybe a pocket PC phone, etc), which would you choose? And if the answer is “both”, that's OK too.

Thanks.