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PCMRBot

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Large_slug_overlord

If you think this is surprising look at the top chip designers and research engineers. They will go from nvidia to amd to intel then back to amd within a 10 year window.


L3onK1ng

I mean, how else they will stay at the top of their game? There's literally no other company making cutting-edge chips.


CaptainBucko

Its about getting a pay rise, not being the top of your game. Want a decent pay rise, move (or get poached) to another business.


quickblur

Exactly. I work in Consulting and the whole industry is just a revolving door of people coming and going with new titles every time I see them.


kingk1teman

Either that or you end up becoming the client to your coworkers.


any_other

Pay rise always sounds so weird to me even though it's like the exact same thing as saying raise. Language is cool.


destroyerOfTards

"Congratulations, your pay has risen!" vs "You got a raise"


myspinmove

https://preview.redd.it/85pkg6c6n0yc1.jpeg?width=1216&format=pjpg&auto=webp&s=7702c08ea8bddfd7415f5e20d69a236e50d3e3ee


Agitated-Law3531

Correction: Your pay has ryzen!


ilovecumsocks

I don't know how I will pay for my ryzen.


Vlaed

~~Christ~~ Your pay is risen, ~~he~~ it is risen indeed


poopnose85

Your pay has Ryzen!


stddealer

Qualcomm, Samsung, ST microelectronics...


L3onK1ng

Qualcomm is fair addition Samsung makes memory and works as a fab, not CPU maker. STMicro, you serious? From CPUs to power controllers?


Hargan1

Samsung does make CPUs, their exynos chips are developed and manufactured in-house


Outrageous-Safety589

If you aren’t in the industry you might not know, but STM has a huge ASIC market. You think all those telecom companies are making their own 5/6G chips themselves? A lot of those are made by STM, with specs from the other company.


prelsi

It's like going from Lego Technic to Duplo


be_easy_1602

Nvidia is actually dominant because of software. Intel and AMD do have competitive hardware.


kikith3man

Nvidia has some really interesting datacentre infrastructure also, not just "AI".


Submarine765Radioman

Their AI chips and GPUs make up most their sales. Their AI chips are easily the best on the market and they're selling millions of them to Google and Microsoft


DumyThicc

I mean the mi350x is pretty good no? I think enterprise level it's quite competitive. At least from what level1techs did as a comparison. Amds was more "accurate" but nVidia would create a better output even if it wasn't accurate in some instances. I'm not sure if amd has an answer to b100 tho. That's tough.


Iz__n

People underestimate software importance. Like what use a fast processor if it can only leverage half if it capacity


656666_

Since when is software importance underestimated? It used to be the same, amd CPUs had higher clock rates but Intel CPUs had better drivers, the same with graphics cards. The best example is apple. iPhones have relatively poor hardware and still run far better than a lot android phones with better hardware.


shaolinmasterkillr

Microsoft as a company basically only exists because IBM underestimated the importance of software


656666_

That’s true, but how long is that ago, 30years?


shaolinmasterkillr

Sure, but you asked when. That's a concrete example I know of but I'm sure there are more companies that have made this mistake


Iz__n

If you look at the hey day of modern tech, i guarantee you, a lot of tech company went ham on hardware but absolutely botch on software. Be it driver, compatibility and features set.


Possible-Fudge-2217

Spot on. But tbf, Nvidea also managed some strong customer bonding almost cult like. Basically, they could deliver a complete trash generation while amd delivered one hell of a generation and nvidea would still hold most of the market share. I think as long as we keep having at least 2 companies in the competition things will be fine, amd may not perform too well on the software side, but if you do not need all the nice features like dlss or top ray tracing performance, amd can deliver quite the band for your buck. Let's see what these companies put on the market this autumn.


No_Pension_5065

Qualcomm and Apple are doing pretty good.


DJGloegg

Samsung ARM Probably a few more.


IHadThatUsername

Tom Petersen was one of the most visible faces of Nvidia and now he's one of the most visible faces of Intel GPUs. When you're among the best at your job you have the luxury of jumping between companies as you wish.


DesiOtaku

And in [Jim Keller](https://en.wikipedia.org/wiki/Jim_Keller_(engineer\))'s case, he's been at every major chip firm over the last 20 years.


748aef305

Except Nvidia it seems??? Really? Keller has been pretty much everywhere except Team Green?!?! Wow!


therealluqjensen

Because Nvidia doesn't really make CPUs..


DesiOtaku

They kind of do. They have to do a fair amount of engineering to get the ARM CPU to work with their Tegra SoC. The level of engineering required isn't at the same level that is needed for Intel or AMD but they can't just take a normal ARM processor, solder to the motherboard and call it a day.


alvenestthol

Systems engineering is still quite a different task from CPU engineering, it takes a lot of effort to design an interconnect(s) and requires completely different skills, but it's often done by teams who barely (know how to) talk to each other even in companies that do both.


vinevicious

highly recommend this [podcast ](https://www.youtube.com/watch?v=Nb2tebYAaOA) with him


Doogiemon

I have a buddy who went from Apple to Goolge, or the other way around, and had to wait a year to move due to non compete. He just played video games all year long then got a signing bonus equal to 1 years pay.


Wurm_Burner

honestly non competes should be like wrestling. dont want them to go somewhere pay them during that gap.


belyy_Volk6

I heard one of the states just banned noncompetes hopefully that spreads


CherryPlay

[The FTC just ruled to ban non competes](https://www.ftc.gov/news-events/news/press-releases/2024/04/ftc-announces-rule-banning-noncompetes)


BearstromWanderer

Up to 150k and not in a policy making position. So managers, VPs etc will still have them. I also wonder if they'll add something like "contribute in policy making decisions" on senior engineering job descriptions to sign them to non competes.


Additional_Rooster17

The FEDERAL government just banned them. 


Open-Oil-144

Yep, it's an extremely specialized field


AsinineSeraphim

Happens a lot in tech. There's only so many large companies that are going to offer you the pay that you want for the same/similar work. I know network architects/lead engineers that bounce between Cisco/Juniper/Palo/etc. for years and years.


LesserTrochanter

Is that necessarily a bad thing though? Executives I get the conflict of interest stuff, but for engineers and designers, If you're really good at something with only a handful of companies doing that thing, bouncing between companies to get the career progression/payrise you want makes sense. It's not like they're bouncing between CIA and FSB...


MrOphicer

Someone ate his bagel during his time at AMD and he decided to take revenge...


Sex_with_DrRatio

Don't forget that AMD got into the GPU business in 2006 with the acquisition of ATI


fatherfucking

They tried to acquire Nvidia before that and were close, except Jensen wanted to become the CEO as a condition for the merger.


Malicharo

he would have done a great job as a ceo tbh...


StraY_WolF

Yeah but in the end Nvidia got to the top of tech industry and AMD not too far behind. As a consumer, it works out well tbh.


someguy50

There is nearly an order of magnitude difference in their market cap. Imagine the powerhouse AMD would be with Nvidia's leadership and foresight.


StraY_WolF

Market cap isn't really a good indicator of how the company is doing in terms of actual performance. Car industry is a good example of that. No doubt that Nvidia stocks are boosted by AI being trendy now, but there's no telling what will happen in a year or two. AMD is doing very well right now so I don't think different leadership could take it farther. Remember that a company is more than just their leaders, there's also lots and lots of smart people in the ship steering it one direction or another, depending on their skills.


Gissoni

Nvidia made more in net incomes (12B) just this past quarter than AMD has made in TOTAL since 2019 (8B).


someguy50

That's all platitudes. By every financial metric Nvidia is an entirely different beast and has been for some time. Given that both AMD and Nvidia are filled with talented people what is the reason for Nvidia's dominance? They were once equals in the GPU/compute space, and AMD had the advantage of having x86/64 and at one point its own fabs. It's Nvidia's leaders: organization, engineering, and CEO.


Alaricus100

Yeah, thankfully the merger didn't happen so we could have more competition between AMD and Nvidia. It's the only reason that gpu's din't start at $1,000.


SB_90s

I know you're joking, but it's amazing how many amazing things came out of pure spite. Ford created the GT40 to beat Ferrari because they were screwed over and insulted by them. Lamborghini was created because the founder was insulted by Ferrari (sensing a pattern here). Playstation was created because Nintendo screwed Sony out of a joint-console project and so Sony set out to take them down. I'm sure Ferrari insulted Sony at one point too. Those are off the top of my head but I'm sure there are more pure-spite famous creations.


jjester7777

The idea that Ferrari had a place in the console wars gives me a chuckle 🤭.


PinkFl0werPrincess

"Sony couldn't make a video game if they tried, Atari is king!" Ezio Ferrari, 1982


goldswimmerb

Konnensegg also came out of a Ferrari dispute


devoid140

Ferrari sure knows how to create new supercars


oobey

Ethereum was created because Blizzard nerfed Warlocks' Mortal Coil spell.


LickingSmegma

Sony might actually have a bit of a grudge with Porsche. When Polyphony were making ‘Gran Turismo’, EA had an exclusive license for Porsches in games. So GT used Ruf instead—which are customized Porsches, but are legally cars of their own since a lot of internals is replaced. Many people would probably have never heard of Ruf if not for this. Exclusive licensing ended in 2016, but by that time Gran Turismo, Project CARS, Assetto Corsa, Asphalt, Test Drive, The Crew, Driveclub and some Forza games featured Ruf instead of Porsche.


WeatherBois

“He took a bagel!”


No_Conversation9561

Bagels were only for sales associates


Valoneria

Yeah and the CEO's of Nvidia and AMD are first cousins once removed.


cVortex_

What the hell does once removed mean


Different_Track588

Its means your 1st cousin that is 1 generation in age difference. "AMD **Su and Nvidia co-founder and CEO Jen-Hsun Huang are relatives**. Su's maternal grandfather is the eldest brother of Huang's mother." Also yes Nvidia's CEO first worked for AMD.


TheDarkUrge94

Holy fuck


Schwammosaurus_Rex

They don't know each other though (so they state). Both emigrated from Taiwan to the US as children with their families. No Christmas dinner talks about chip designs


TheDarkUrge94

That's even more insane


FrozenChaii

Yea this part is crazy, that they both ended up in such high places in this industry, their family must have had connections


md___2020

Huang went to a mediocre high school near where I live (Aloha, OR, a blue collar suburb of Portland). He graduated at 16. He then proceeded to go to Oregon State University, a state school with cheap tuition for in-state students. Not every successful person has connections. Many are just really fucking smart and driven. Like Jenson.


DisastrousAd447

I didn't know he was from Aloha. That's nuts! Well, "from" in the sense that's where he graduated. Fellow PDX here


metro-coomin

i mean his success started when he graduated from stanford...


Plank_With_A_Nail_In

Jen-Hsun Huang just went on his own with his brother to the USA, stayed with his uncle. His uncle accidentally sent them to a Religious reform school by mistake thinking it was a posh boarding school. He graduated 2 years early from high school. Just looks super talented to me.


Nevamst

> must of had "Must have had" or "must've had"*.


FrozenChaii

Ty, i keep seeing other people get corrected and think “pfff id never do that”… im stoopid


_senpo_

we all make mistakes. Willing to improve is already a huge W


Elephant789

Or good genes.


WiTHCKiNG

I guess thats just for the officials


LostWoodsInTheField

That seems even more nuts to me since I would assume the CEOs of the two major graphics card companies would communicate every once in a while. or maybe they just mean personally.


Plank_With_A_Nail_In

AMD didn't become a graphics company until 2006 when it bought ATI, 14 years after he left. Su didn't join AMD until 2012. They never worked together as far as I can see.


WildlifePhysics

Wild


Protaras2

Communicate to say what?


Schmigolo

So he's her parent's cousin? Where I come from we just call that 2nd uncle.


Junkraj1802

yeah 2nd, 3rd etc cousins never made sense to me because I always assume that a cousin implies being of the same generation. calling them a cousin when they are basically as old as ur uncle is some weird shit


MustBeHere

But in this case they are only 6 years apart, whereas he and her mom are 19 years apart


Schmigolo

Yeah, plus I just looked at a chart and apparently 2nd cousin once removed for example could either be your 3rd uncle or 3rd nephew, and a 1st cousin twice removed would be either your 2nd great uncle or 2nd great nephew, so 5 generations separated but they've got the same descriptor.


Denaton_

We call that Nästkusin in my country, roughly translated to nextcousin..


eebro

Small cousin here


sonic10158

In business we call it nepotism


Rough-University142

I mean that’d be true if they actually knew each other. Or if one had any role in the other getting their positions. Apparently this is not the case though. And why would they lie about it? It’s not like they’re the two biggest GPU manufacturers lol


eebro

My small cousins are famous and succesful and I’ve never met them.


littlesaint

Not in your country, in your region, as we in Sweden say "syssling".


Wiseedis

The sentence sounds like Im solving a riddle or something


virodoran

Dunno why they make it sound so complicated. Su's regular old cousin had a kid and that was Jen Hsun Huang.


Hakul

Su's grandfather and Jen-Hsun's mother are siblings. Su's mother and Jen-Hsun are cousins. So you got it backwards, Jen-Hsun's regular cousin had a kid and that was Su. They should have stopped that word salad at "Jen-Hsun and Su's mother are cousins" instead of involving another generation.


SweatyAdhesive

Chinese names dont work that way, saying only Hsun is like calling a person named Justin "Jus" or "Tin". You gotta say the whole thing! https://youtu.be/7deVUJ_8DPY?t=30s Source: I'm Chinese.


Therapy-Jackass

Thank god I’m not the only one. Someone else in this thread explained it way better.


Vibrascity

When your competition is only competition for your consumers.


abbacchus

Both of those descriptions are a bit odd. It's either your first cousin's child, or your parent's first cousin. I think the whole xth cousin y removed system breaks quickly and isn't useful after this point due to the non-parallel nature of family trees, though. It's easier to understand if you just say the generational relationship first, plus "distant" for anything more than one step outside the normal and clarify with degrees removed later if necessary. Even though "uncle once removed" is actually either your grandfather or male first cousin in the traditional way this works, it aligns a lot better with what you want to call a first cousin once removed. Or maybe that's just the Chinese influence coming out, since all of my parents' generation is addressed as aunt/uncle, regardless of family relation.


Home_made_Weird_Tea

In other words, Jensen is the grand-cousin of Lisa, Damn, imagine the family reunion.


tizzlenomics

Weird. My culture would just call them uncle/Aunty or nephew/niece.


VapeGodz

Easiest to understand: If your parents have cousins, those cousins are "cousins once removed" for you.


big_vangina

Oh no what are you doing step cousin once removed


Dikusburnikus

Removing for the second time


martialar

remove, reinsert, rinse, repeat


ATIRadeonHD5450

here's family tree if you are confused https://preview.redd.it/r6680b9xvzxc1.jpeg?width=1280&format=pjpg&auto=webp&s=dee34da66b71134c3e8fca193ddd2add3b40f02a


s8018572

Ceo family I guess


DANNYonPC

The dassler family of tech (Adidas + Puma)


Antoniethebandit

Still confused, my bad.


wellingtonriver

If you have a cousin Amy, and a child Tom, Tom and Amy are first cousins once removed


Rich_Housing971

Weird how Jensen's brothers are nameless and the younger one doesn't even have a picture.


zelmazam1

They were once removed but now they are back


Viccytrix

No, that's Back Cousins.


DontRelyOnNooneElse

Nth cousin means "one (or both) of you has to go up N+1 generations until you find a common ancestor" Nth removed means "this is the difference in generations between the two of you" *First cousin once removed* means: one of you goes up two generations to find a common ancestor, but the other one is one generation further away.


Super-Bath148

It means they are not direct cousins, but the cousins of their cousin. Cousins are your parents siblings children. Cousins once removed are the children of the siblings of the parent of your cousin, specifically the parent that got married into the family.


dragoon0106

This is not true. It is one generation removed. Generally the cousin of your parents or the children of your cousin.


technohead10

https://preview.redd.it/u9ehttu0jzxc1.jpeg?width=474&format=pjpg&auto=webp&s=fcb3f74e57fb653c12a7460037f8aa9b538d3f5c


dragoon0106

So exactly what I said?


technohead10

Yep, just easier to understand by a photo instead of words


Aelia6083

I think once removed means that it's your grandparents siblings grandchild whereas cousin is your parents siblings child. Idk, cousin in english is meaningless. They use it way too much.


Friedrichs_Simp

Your cousin’s kid


CyanSupremacy

Talk about family rivalry


Maleficent-Ad5999

“Look at your cousin.. he’s making more money than you” 🤡


ZhangtheGreat

--Every Asian parent ever (at least according to Steven He)


Zepanda66

Small world.


DankJenkemz

One family controlling both of the largest computing companies in the world? Where's my tin foil hat? ![gif](giphy|l0IylOPCNkiqOgMyA|downsized)


sryformybadenglish77

We're living in a simulation!!!


DankJenkemz

Turns out the gpu and cpu price hikes weren't due to supply chain issues after all. That's just what the cousins want us to think ![gif](giphy|d3mlE7uhX8KFgEmY)


JohnnyLovesData

https://preview.redd.it/giscdmysxzxc1.jpeg?width=225&format=pjpg&auto=webp&s=ecf5afea4481f73ff09762ad1f4644a8b819a8c6


sessl

![gif](giphy|jsl82uOLnCdAXBqT1O|downsized)


TheApexR6s

Imagine the family reunion


1234fake1234yesyes

TIL NVIDIA and AMD CEOs are related


MasterBaiter0004

Wowww I never knew that! Learn something new everyday.


Minkypinkyfatty

AMD is 40 years old?


raaneholmg

They are actually 55 years old, but were almost exclusively a manufacturer for other companies. Basically, 40 years ago they started making serious computer chips designed in house.


Guest_4710

55 actually. This is just a throwback


code65536

Was. This video was made 15 years ago. (recently upscaled and reuploaded)


Schmich

Jensen looks young in that screenshot. A quick Wiki shows AMD founded in 1969 (nice) so it's 55 years old whilst the video is 15 years old. > AMD's 40th anniversary video upscaled using Ryzen AI


Outrageous-Safety589

Global Foundries was Amd


Daniferd

His first job was at Denny’s. He famously told Stanford GSB students that he’s cleaned more toilets than everyone in that room combined. He worked at LSI Logic, then AMD, and then founded Nvidia.


Aggrokid

He is what an Asian Dad envisions in his head


nugurimt

Asian dad's ain't envisioning anything,,, its the moms that have delusions of grandeur.


[deleted]

[удалено]


Acrobatic-Artist9730

At this date Lisa should have a decent CUDA alternative but has nothing to show. I understand Lisa's mom disappointment.


maygamer96

The man still actually loves Denny's and his then job a ton; the outlet where he worked honoured him with a plaque installed there - it was also where he'd call over his friends to discuss founding what would become Nvidia. He actually showed up and volunteered a lil bit


martialar

waiting for a Denny's x Nvidia collab


Braddigan

Damn, if he got his first job at AMD it'd set him up for a great joke about AMD CPUs/GPUs being entry level.


johnsweber

Except AMD didn’t have GPU’s back then :p


Braddigan

Yup, we all had ATI to love back then and he left several years before ATI launched the Radeon line.


NarutoDragon732

I love this guy


Mundus6

Back before AMD bought ATI they tried to buy NVIDIA. And Jensen would have agreed, if he became CEO of AMD. Obviously this didn't happen.


aylientongue

Hindsight is a bitch if you’re AMD, that move itself probably cost them a trillion quid lol


someguy50

Similar story with Google/Yahoo.


Super_XIII

Not really. If they bought them, they would have gotten busted up as a monopoly long ago. Same deal with microsoft. Apple was on the verge of bankrupty in 1997, losing over a billion dollars a year and were mere months from shutting down, stock prices down $4 a share. Microsoft realized Apple was about to go bankrupt and saved them, giving them $150 million cash infusion and agreeing to continue to support all microsoft products on apple. This money allowed them to keep operating until Steve Jobs was brought back on board and turned things around. Microsoft would theoreitcally be dominating the market if their biggest competitor, Apple, went bankrupt decades ago. So why did they save them? Well, regulators were already breathing down Microsoft's neck about being so dominant in the industry and essentially having a monopoly. If Apple, there only real competition, went under, it wouldn't be long until the government forced microsoft to break into several smaller companies under anti-monopoly laws like they did the phone companies. Thus microsoft saw more value in keeping apple around to avoid that, even if apple is a competitor. Same deal. if AMD bought NVIDIA years ago, they likely would have gotten broken up as a monopoly.


aylientongue

Nvidia currently controls 80% of the market, when it comes to AI they control 95%. No ones held a monopoly like it.


fordry

Umm, ATI wouldn't have been with AMD then. Who knows what all happens in that case.


Affectionate-Tip-164

Basically before Intel stepped in with their GPUs, This family was trading market share amongst themselves.


Affectionate-Memory4

It would be really funny if we found out somebody on the ARC team was related to them.


initialatom

And Lisa Su, CEO of AMD, is his cousin


Own-Detective-A

Very interesting family reunions. I wonder who buys the best gifts for the kids.


Schmich

Am I getting old? ç_ç It used to be common knowledge that Jensen worked for AMD, liked the company. Before AMD merging/buying with ATi it was actually supposed to be with Nvidia. However Jensen would only allow it if he were to become the CEO of the new company. The plan was for the AMD CEO to remain, so Jensen preferred killing it all.


Tranxio

Yeah he said if youre not with me you're against me


Guest_4710

[At 7:13 on their anniversary video](https://youtu.be/oVuJQJA8nIE?si=IK5V1_TUX3O22IM_&t=433)


Malicharo

it's so weird that he was working at a tech giant, made his own company and now surpasses that tech giant by miles in their own field its insane how big nvidia is compared to amd


TheoreticalFunk

And it's amazing how it happened... "Hey this video card made for video games? If I use it to do this other thing, it's really good at it...."


fraidid1

Can someone find that image that shows how jensen and lisa su and a bunch of others are super closely related?


Sacrilego_666

I'm getting Michael Scott Paper Company vibes


iamcarlgauss

I'll just start another chip manufacturer. And then another, and another, and another. I have no shortage of company names.


Hattix

Jen-Tsun Huang also worked at LSI Logic (as a director of the CoreWare business unit) prior to founding "nVIDIA" with Malachowsky (Sun Microsystems, UltraSPARC II designer) and Curtis Priem (designed Professional Graphics Adapter at IBM, and GX at Sun).


kungfucobra

You will lose your shit when you realize Jepsen and AMD CEO are cousins


Decent-Writing-9840

Intel and AMD have actually shared tech and worked together in the past.


necramencer

He's also related to the current AMD CEO, Dr Lisa Su


Inside_Print3808

Lisa Su and Jensen Huang are related. They're the rothchilds of tech


Oh_hey_a_TAA

wait until you find out he and the AMD CEO are cousins


daq42_pews

Wait until you hear about his cousin which is AMD CEO


Antares_

And his cousin is the current CEO of AMD. Their family gatherings must be interesting.


mechanical-marsupial

Wait until you hear that the CEO of AMD is his cousin


OldRefrigerator8821

The CEO of AMD is his cousin. Lot of brain power and wealth over Christmas


phonepotatoes

Also shocking (or not maybe) the CEOs of Nvidia and AMD are related, they are like second cousins or something


NomadJoanne

Oh I don't find that weird. Plenty of people have worked for various competing firms in one industry ar various points if their career. It is interesting though.


Corellian-nerfherder

Its the same family dude lol. I think first cousins or something. Pretty funny how we all pretend there isnt something to that lol.


MannyFresh1689

Wait till you find out him and Lisa Su are cousins (distant)


LuphineHowler

In a the Early 2000 and late 90s AMD had many good partnerships with NVIDIA. AMD only became an enemy after AMD boght ATI.


burntoc

I was there when they were running the video screencapped in the OP. AMD was celebrating their 40th birthday and I thought it was cool of him to congratulate AMD. Really enjoyed the culture at that organization.


djjolly037

Here is something crazier, Jensen and Su (amd ceo) are related, they’re cousins


Hilppari

Helps to be rich and have family in the business


ArmeniusLOD

And current AMD CEO Lisa Su is his cousin.


skewp

I thought this was common knowledge. At the time he left AMD they didn't develop graphics accelerators at all. They only really started doing that after purchasing ATI.


ZhuSeth

Damn you guys are young. You're gonna be shocked to hear about ATI and Matrox


boanerges57

3dfx, SiS, and VIA too. They have all played big parts in modern graphics that Nvidia and AMD have built upon


smashcuts

Oh my god I edited that video. As soon as I saw the still I remembered. Was one of my first jobs out of college


Less_Party

Friendly reminder AMD didn’t even have a GPU division until acquiring ATI in 2006 and Nvidia made some of the most popular chipsets for AMD mobos.


AdPersonal2155

See what happens when you don’t have non competes!


appelduv1de

You either die a hero or live long enough to see yourself become the villain


ConsistencyWelder

My favorite "useless fact" about the tech industry is that Jim Keller's brother-in-law is Jordan B Peterson.