http://www.nytimes.com/2010/08/01/technology/01ping.html?src=un&feedurl=http%3A%2F%2Fjson8.nytimes.com%2Fpages%2Ftechnology%2Findex.jsonp In a Technology Section article of July 31, 2010, the New York Times reported on the problem of price-gouging in textbook publishing, i.e. over priced textbooks for students. And that means educational materials are priced so high that only the children of the rich can afford them. But online textbooks can be free. The article quotes celebrity "thought leader", co-founder and CEO of Sun Microsystems, Scott McNealy.