A bit more blogsearch and it turns out Heidelberg are not there. Some people have known this for a while. Cory Smith reported for PrintPlanet on the prospects for 2010 and headlined that both Heidelberg and Komori had passed on Graph Expo for 2010. Apparently the Heidelberg budget concentrated on IPEX for 2010 and they expect to be back in 2011. HP are on booth 1200 at the South Hall entrance. Cory Smith notes that Komori "is much more active than most other offset manufacturers in the social media space, offering clues to some of the investments Komori might be making in 2010."
I do not know how Graph Expo has appeared in previous years but this lack of Heidelberg is impossible to compare to any IPEX or drupa that can be imagined. This appears to be a digital show. More next week.