Excel is extremely well designed - good facilities (although shared with other exhibitions) and hassle-free parking. Arrival from either the North or the South is relatively easy down the A13 or the A2.
I thought the show was the same size as Duxford with a similar attendance. The manufacturer's stands were populated with aircraft (more like heli-expro than helitech) and the staff therefore more available. Booths did not appear to be busy.
Populating the internal static display might have added something to the show. It was possible to carry out discussions in the hall without the noise levels experienced at Duxford.
As the badges are individually coded, it is unlikely that attendance numbers are fudged. I couldn't see the point because there is no scanning on leaving. It might be part of the Excel culture to avoid forged passes (where security is an issue). As the badges are issued at the door, there is an accurate record of attendance.