It was 2007. The iPhone had just been released, Facebook was still mostly for college students, and the term “cloud computing” was just starting to gain traction. At Data Conversion Laboratory (DCL), we decided to have a little fun with a serious purpose: an internal contest to come up with a new company tagline. Our team members scribbled ideas on notepads, dropped slips into a box, and debated the merits of each over coffee. The winning entry came from Nir Dayan and the t