I had some time to kill in the San Francisco airport, so I wandered into the bookstore and decided to buy the most yellow book I could find.  Turns out it was Scoble's Naked Conversations.  Reading through it, on page 96, it reads: "In technology, three large companies have experienced the significant proliferation of blogging in their culture: Microsoft and Sun Microsystems."

Who's the third?!?  Now I lie awake at night wondering...