Moore's law cost. The acknowledged first documented qualitative description of this dates from 1885. A power curve was used to describe this phenomenon in a 1936 discussion of the cost of airplanes. Moore's law Moore's law is the observation that the number of transistors in a dense integrated circuit doubles about every two years. The observation is named after Gordon Moore, the co-founder of Fairchild Semiconductor and Intel, whose 1965 paper described a doubling every year in the number of components per integrated circuit, and projected this rate of growth would continue for at least another decade. In 1975, looking forward to
SmithKline Corp. v. Eli Lilly & Co. Kefzol and SK's Ancef—identical to one another—were cheaper, partial substitutes for patented Keflin, which had a higher sales price and generated more profit but was cheaper to manufacture than the other two. Keflin accounted for most of Lilly's cephalosporin sales. Kefzol/Ancef, however, was cutting into Keflin sales as hospitals partially substituted cheaper, and in some ways better, Kefzol/Ancef for Keflin. Nalebuff explains: The bundling program "was effective at keeping SmithKline out of the market while also preserving Keflin's monopoly," because: SmithKline Corp. v. Eli Lilly & Co. SmithKline Corp. v. Eli Lilly and Co., 575 F.2d 1056 (3d Cir. 1978),