[uptime]

I met Heifermann once during a project and I thought he was a grounded person. I remember one thing he did was paying not for ad slots, but to change your background to a dalmation spotted print for a promotion, with a link. This was long before CSS, etc.

He made his money just when the idea of value being divorced from real product to virtual metrics, “chasing eyeballs,” etc. was getting hot. The days when you sold a huge contract by showing a CD ROM of the website you were never going to achieve, to a client who had no idea what they were buying.

This guy was much more honest than the norm. The McD and meetup stuff reflects the fact that he kept people in the equation.