In 2000 an interesting argument developed between Apple Macintosh computers and the Church of Satan. Apple had been running an advertising campaign that used black-and-white photographs of famous historical people considered to have been influential in bringing about some change of perspective on behalf of their contemporaries superimposed with the slogan ‘Think different’. This appealed to the Church of Satan, an organisation born in San Francisco in the late 1960s and citing individualist freethinkers such as Nietzsche, Twain and Franklin as influences, as well as including Freud, Jung and Foucault on its suggested reading list. The Satanists were also enamoured of the Apple logo of a rainbow-coloured apple with a bite taken out of it, which for them contained a reference to the forbidden fruit of the tree of knowledge. Accordingly, they produced a version of the Apple advertisement containing a photograph of their founder, Anton La Vey, with the ‘Think different’ slogan and Apple logo. They also included one of Apple's web badges, ‘Made with Macintosh’ on their website. Apple were not happy with what they saw as a copyright infringement, with the potential to blacken the goodwill accrued by the Apple brand through association with an organisation that many of their customers might object to. The Church of Satan came up with another picture in response, this time with the caption, ‘We think TOO different’, and the debate continued.