Telegraph had an interview with Warren East, the CEO of ARM, and learned that while his company's chips end up in billions of gadgets every year, East is not really a gadgets man. You can check out the article over here.
Indeed, Mr East, 47, is at a loss when I ask him to name his favourite consumer device and doesn't possess a Kindle, a Blu-ray DVD recorder or any other latest must-have high-tech accessory.
"My son does have a Wii," he says finally, after struggling to think of anything. He's also far from a telly addict, despite his company's products also being in digital televisions. "I haven't watched TV for weeks now," he says. "And I only watch films on aeroplanes but I do listen to The Archers on the internet."
What does excite him is the thought of the multiple ARM products required by new generation gadgetry such as Apple's iPhone. Sophisticated smartphones can contain three or four chips and ARM's designs each cost $2m-$5m for chip-makers like Intel, Texas Instruments and Qualcomm to licence.