When Hossler was asked to name something cool about his U.S. Open experience, he praised, of all things, the free dry cleaning. ("That's pretty sweet, " he said.) Hossler slid late on Sunday, finishing nine over par, and won't get to keep a nickel of the check he earned this weekend.

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That means to make its products cool, Microsoft has to often underplay its name, in products like XBox and Halo.

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Once the codename for Apple Computer's (nasdaq: AAPL - news - people ) latest operating-system upgrade, the company opted to keep the name because it sounded so cool.

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He'll characterize the students' projects as "really cool, " and he'll call out some lucky winners by name while speaking to the importance of science, technology, engineering and mathematics ( STEM) education in the United States.

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