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Maybe you and I are using different local Google's but for me googling for "Bug Tracking Software" both with and without quotes brings up Fog Creek in the first 5 (as of Nov/3/09). On .com atlassian is 2 bellow Fog Creek. On .ca it brings up Fog Creek right after atlassian

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Apologies - I was unclear and misleading. I meant to say "The Advertisements" for "Bug Tracking Software" don't show Fog Creek, but do show Atlassian.

Joel has been and seems to continue to be anti-paid advertising. I've heard him say it on the Stackoverflow podcasts, and I know it from trying to get FogCreek to advertise on my website (I tried again after having read the Inc article, thinking that maybe he was born again...).

I think he overestimates how well known FogBugz/FogCreek is. I think he unnecessarily handicaps himself with that policy.

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