A’ NO LOGO’ for the net Generation – a no-holes barred story of the battle for the control of the internet, that reads like a thriller.In November 1999, at the height of the e-commerce gold rush, an extraordinary hearing took place in a Los Angeles courtroom. On one side, the billion-dollar darling of Wall Street, eToys.com, the brain child of Toby Lenk, one of the hottest entrepreneurs of his generation. On the other side, etoy.com, a group of cutting-edge European artists, hungry for fame, who used the Internet as their canvas.The ensuing battle sharply focused attention on the conflict at the very heart of the Internet: was it for the joy of the many or the exponential profit of the few? Was cyberspace a revolutionary public space or was the new frontier an extension of the shopping mall?Through the story for the Toywar, Adam Wishart and Regula Bochsler weave the history of the seven years that changed the world forever. In 2000, as the on-line world went into melt down, what would be more valuable and enduring, a ten billion dollar corporation created by the best American entrepreneurs or a chaotic art project by a group of anarchic European rebels?
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Regula Bochsler. Leaving Reality Behind: Inside the Battle for the Soul of the Internet
LEAVING REALITY BEHIND. The Battle for the Soul of the Internet
Contents
Prologue
1 Discovering a New Toy
2 Leaving Reality Behind
3 Kool-Aid Kings and Castles in the Air
4 ‘This is a Digital Hijack’
5 Young, Fun and Full of Creative Juices
6 Go West, Young Men
7 ‘To Infinity … and Beyond’
8 The Phantom Menace
9 A Conviction or Half a Million Dollars
10 Toywar
11 Game Over
Appendix: Share Holdings
etoy.SHARES 29 April 2000
Shareholding for eToys on 20 May 1999
Bibliography
Chapter One
Chapter Two
Chapter Three
Chapter Four
Chapter Five
Chapter Six
Chapter Seven
Chapter Eight
Books
Chapter Nine
Other Sources
Chapter Ten
Chapter Eleven
Books
Web Sources
Acknowledgements
Index
About the Author. LEAVING REALITY BEHIND
Authors’ Note
Praise
Copyright
About the Publisher
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Adam Wishart and Regula Bochsler
Title Page
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The boys set out to codify this ‘just do it’ philosophy into the constitution of their corporation. But they could not finally do away with the collectivist ideology employed by the protesters and squatters. They agreed that on the inside they were to be a collective, that no one would have any hierarchical power over any other, that everything was to be agreed by democratic vote. Once a rule was agreed it would be followed like a corporate diktat, and policed with determined and aggressive diligence. The first rule to be instituted was that no one was allowed to eat during meetings – it was considered ‘unprofessional’.
Despite this theoretical agreement, in practice Herbert exerted his influence. ‘He was very much in the centre of the group because he established the rules,’ remembers Franco. ‘He was the only one that still had energy at the end of the day, when everybody else was totally exhausted. These were the moments where his opinion got accepted by the rest of the group.’
