Before incorporation, the company referred to itself as Artemis Research to disguise the nature of its business. The info page of its original website explained that it was studying "sleep deprivation, poor diet and no social life for extended periods on humans and dwarf rabbits". The dwarf rabbit reference was an inside joke among WebTV's hard-working engineers—Phil Goldman's pet house rabbit "Bowser" (inspiration for the General Magic logo) was often found roaming the WebTV building late into the night while the engineers were working—although WebTV actually received inquiries from real research groups conducting similar studies and seeking to exchange data.