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When Jonah Peretti was a graduate student at the MIT Media Lab in the winter of 2001, he was procrastinating from work and decided to order personalized shoes online from Nike with the word “sweatshop” on them. A customer service agent e-mailed back to say that the word wasn’t appropriate, and Peretti exchanged a few pointed notes back and forth before giving up. But his story was far from over. Peretti wanted more people to see the e-mail exchange , so he posted them online and forwarded them around to a small group of friends. Less than six weeks later, the San Jose Mercury News, Time magazine, the Village Voice and the Independent (UK) had all written about the Nike e-mails, and Peretti appeared on the “Today” show to debate a Nike spokesperson.