As "the billionaire next door, " he was cover boy for The Forbes 400 last year.

FORBES: The Moral Limits of Wealth

The cover boy was an economist who had died a third of a century before, Joseph A. Schumpeter.

FORBES: Iconoclasts

While Price has never thrown a perfect game (not even in video games, he says), he was honored to be portrayed by 2K Games as its cover boy.

CNN: 'MLB2K13', David Price and the quest for the perfect game

Zynga CEO Mark Pincus, who was supposed to speak on the first session, has been replaced by Founders Fund managing partner and Forbes cover boy Sean Parker.

FORBES: Web 2.0 Summit: Where's Mark? And Where's Paul? (Updated)

He is the cunning villain in Takedown, the bestselling book by a New York Times reporter and a cover-boy sleuth who collaborated to engineer his capture.

FORBES: The demonizing of a hacker

Inside the cover was a picture of a boy, thin and upright, thrusting a stick of flame into the face of an enormous square-headed cat.

NEWYORKER: The Tiger��s Wife

Pettis, who was splashed on the cover of Wired magazine last year, has become the industry's poster boy.

CNN: Startup unveils 3-D scanner at SXSW