31 The Lego legacy, new
uses for old buildings, Big
Brother’s favorite toys, and
CEOs who still remember
life on the bottom rung.
Next
43 Reboot Frenzy!
Why are the East India Co.,
the muppets, and Choc-Ola
back? Because these days,
it’s easier to polish up an old
brand than launch a new one.
48 Pop-Up Ads Go Kapow!
Two CEOs debate the
future of in-game
advertising.
50 Ladies Who Hack
Inside the movement to
make the coder culture
more female friendly.
54 Tech Edge
The Zynga conundrum:
Can you build a long-term
business on other people’s
platforms?
By farhad manJoo
56 Fifty Bucks for a
Lightbulb?
LED bulbs are supposed to
be our future. But why are
they so darn expensive?
58 Business Bumper Cars
Innovative cab companies
aren’t making friends with
their old-school competitors.
60 Information
Supersubway
When cities release live
public-transit data to
app developers, the
benefits are many.
62 In the Key of D(ata)
How one gigantic
database is changing the
way we play music.
64 Life in Beta
As workers are trained
to compete globally,
are they inadvertently
encouraged to be less
creative?
By anya kamenetz
70 Farewell, Fundraising
Famous philanthropist
Philippe Cousteau Jr. is
raising money in a
completely new way.
160 Numerology
When you manage to
operate a full sports
season without a
contract dispute—rare
these days!—the
numbers look good.
Here are baseball’s.
If we didn’t blow up
this LED bulb, it could
have lasted 50,000
hours. Sorry.
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