I loved the comment Sean made about this:
“We don’t know what this is, or what it’s for - but if you think we’ve got it, then vote for us!”
Apparently, XR means “extended reality”…
Extended reality ( XR ) is a term referring to all real-and-virtual combined environments and human-machine interactions generated by computer technology and wearables. It includes representative forms such as augmented reality (AR), mixed reality (MR) and virtual reality (VR)  and the areas interpolated among them. The levels of virtuality range from partially sensory inputs to immersive virtuality, also called VR.
XR is a superset which includes the entire spectrum from “the complete real” to “the complete virtual” in the concept of reality–virtuality continuum introduced by Paul Milgram. Still, its connotation lies in the extension of human experiences especially relating to the senses of existence (represented by VR) and the acquisition of cognition (represented by AR). With the continuous development in human–computer interactions, this connotation is still evolving
Well, South By has been canceled …
Hopefully they’ll still manage to make something of it online or so.