" They were contrarian,” Epstein would later say of the Google founders. “They rejected everything that smacked of traditional marketing wisdom.” Larry and Sergey had their own spin on spin. In 1999, at Burning Man (the posthippie festival in Death Valley that Page and Brin regularly attended), they’d been impressed that someone had projected a laser image onto a nearby hill. Wouldn’t it be great, they asked Epstein, if we could laser google onto the moon? "

― Steven Levy , In the Plex: How Google Thinks, Works, and Shapes Our Lives