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Going first makes it the other team's game to lose, but going second gives you a tiny level of adaptability. But remember that what they show is basically set in stone. Anything that they add in last minute makes the conference as a whole look less rehearsed. So you can do it, but that stuff is a double edged sword. So the benefit of adding it in needs to be weighed with what you're going to get out. Not to mention, you also either need to make the addition really short, or cut something else out.