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Started by Wayne Green (of Byte magazine fame). In his own words:
And [I started] Instant Software, because there was very little out there for software for these things. I said to readers, "If you develop a program, send it in; we'll get it commercial and you'll get a royalty on it." So they kept coming in and we ended up with about 250 programs. Ed Juge's program was one of the first, the Lunar Lander program.