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Serf Systems was a company founded by Joseph Serf after graduating from Harvard University in 1993. His PR was John Harrison. After Serf's death in a skiing accident in Val d'Isère in 2007, Harrison used an advanced hologram of him maintained by Skullion slaves to advertise the SerfBoard, an apparently revolutionary computer that was actually, in Harrison's own words, "rubbish". It was the hologram's hypnotic ability that would convince everyone to buy the SerfBoards, which would make Harrison rich. This plot was foiled by Sarah Jane Smith, who freed the Skullions. Luke and Sky Smith then controlled the hologram of Serf, and made him hypnotise people into not caring about the SerfBoard. (TV: The Man Who Never Was)