More than 200 vendors were in Orlando last week for the Assisted Living Federation of America's annual Conference and Expo. With so many familiar vendors on hand, it was easy to overlook an emerging niche: firms devoted to preserving and improving residents' cognitive abilities. Yet there's little doubt that these new entrants are here to stay. These companies are helping residents live better lives, and in many cases are literally keeping people from losing their minds. There's much to like about this development, and it will be wonderful to watch this part of the eldercare services field blossom in the years ahead.