In July 2008, the former company took part in advanced acquisition talks with Google for a reported $200 million price tag, but the deal ultimately fell through. After a controversial 2010 redesign and the departure of co-founders Jay Adelson and Kevin Rose, in July 2012 Digg was sold in three parts: the Digg brand, website and technology were sold to Betaworks for an estimated $500,000; 15 staff were transferred to "The Washington Post"s "SocialCode" for a reported $12 million; and a suite of patents was sold to LinkedIn for about $4 million.