Salon: "In the hierarchy of contemporary business cool, there are big companies (uncool), little companies on the bleeding edge of technology (cool), successful companies (cool), companies whose stock has taken a nosedive (uncool), start-ups on the verge of going public (very cool) and finally, at the pinnacle, the sine qua non of Silicon Valley cool, the "raw start-up" -- the start-up that's still working on its final business plan, the start-up that is just about to get its first millions from professional investors, the start-up that has a three-room office with four desks in each room."