A conference with big brands like Apple, Google and Facebook as the main sponsors does not happen that often and certainly not in the translation industry. Nevertheless that is exactly what happened last weekend in Copenhagen, where the 2017 Conference on Empirical Methods on Natural Language Processing was held. You guessed it: participants to this weekend conference with the long and difficult title dived into machine translation. The sponsorship by the big brands clearly shows a huge interest in MT by companies that spend billions of dollars on research that will probably pay off some day. What is all the fuss about?