Before Google, Sergey Brin tried (and failed) to let us order pizza by fax

Before Google co-founder Sergey Brin started the work that would make him famous, he tried to remake the business of pizza delivery. In a Solve for X talk recently posted online, he describes coming up with what seemed like an elegant solution to ordering food: find the publicly posted fax numbers for restaurants, then build an online form and write a script that faxes it as an order. But his plan was derailed by the fact that while his local pizza place had a fax machine, it was quite reasonably being ignored.