And like Gates, he has become a legend in the process, taking on, at times, a godlike aura in the eyes of industry insiders.

FORBES: Biotechnology All-Stars

In that process of taking a messy page and making it beautiful Readability gets at something essential about the unique challenges of consuming content online.

FORBES: A big step toward a more readable Web

In that time, the balloon films have undergone a process of evolution, taking in popular crazes such as bungee jumping or special times of the year such as Christmas.

BBC: balloon logo