In many respects, the American tycoon that Gates most closely resembles is Alfred Sloan, guiding hand behind the success of GM. Their historic roles are similar: to tame technology in a manner that would actually end up stengthening the grip of the status quo. Gates looks a great deal like Sloan, not only in his successful use of marketing and strong-arm contracting tactics as a substitute for technological innovation, but in their sophisticated use of the stock market to reward themselves and their associates. And just as GM deliberately tolerated Ford and Chrysler, Gates seems to understand he needs to allow Apple and Netscape to survive.