Perhaps his gambler's instinct picked up a tell. When negotiating with a company named Music Boulevard, at the last minute he tore up the price sheet and doubled AOL's asking rate from $8 million to $16 million. Shockingly, Music Boulevard was still prepared to do the deal. So Berlow upped it again, to $18 million plus a cut of profits. No problem.

Tim Wu, The Attention Merchants, loc. 733