In October of 2000, IBM CEO Louis Gerstner announced that the company would investing $1 billion in Linux development. This announcement came off the heels of two substantial developments in the industry. Google, unknown at the time, appeared with Linux servers in 1998, and Dell announced they would begin pre-installing Linux on select servers in 1999. A few years later in 2004, Big Blue made a formal declaration of sorts in a series of television commercials that culminated with a commercial that aired during Super Bowl XXXVIII, announcing their commitment to a partnership with the Linux community. While intended as a signal to their competitors and the market at large, the message had an unexpected effect on an unexpected audience.