One reason was that his son Arik was one of the founders.

ECONOMIST: Face value

The cool thing about it is the CEO, Arik Levy, created the tracking process, himself, with the help of an internal IT guy.

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Another theory, floated by BusinessWeek's Arik Hesseldahl, is even more intriguing.

FORBES: Channeling Steve Jobs

Arik Hesseldahl reported an earlier version of this story.

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