Individualism is one of the defining traits of Generation X, and reflected in their entrepreneurial spirit. In the 2008 book "X Saves the World: How Generation X Got the Shaft but Can Still Keep Everything from Sucking", author Jeff Gordinier describes Generation X as a "dark horse demographic" which "doesn't seek the limelight". Gordiner cites examples of Gen Xers' contributions to society such as: Google, Wikipedia, Amazon.com, and YouTube, arguing that if boomers had created them, "we'd never hear the end of it". In the book, Gordinier contrasts Gen Xers to baby boomers, saying boomers tend to trumpet their accomplishments more than Gen Xers do, creating what he describes as "elaborate mythologies" around their achievements. Gordiner cites Steve Jobs as an example, while Gen Xers, he argues, are more likely to "just quietly do their thing".