Sun CEO's 12:14 a.m. blog post? ... 'Because he was up'

Those of you who dialed into this week's public grappling between Sun CEO Jonathan Schwartz and Linux mastermind Linus Torvalds may have noticed something remarkable - as in people were remarking - about Schwartz's blog post: It's time stamp was a bleary 12:14 a.m.

"Awesome," opined one reader of that blog. "A response via blog post from a major CEO ... at a bit past midnight, even more awesome."

Not sure it was worth two awesomes - Schwartz has long been at the forefront of executive blogging - but I did think it unusual enough to warrant sending an e-mail to Schwartz via his office in the hope that he might answer a few questions, as in: Why are you blogging at that hour? Were you at all concerned about addressing such a sensitive issue - at that hour - without passing it through the traditional corporate communications filter? And, of course, what does the nattily attired CEO wear when blogging after midnight?

Sadly, Schwartz himself was said to be unavailable, but Noel Hartzell, Sun's director of executive communications, took a crack at answering my questions:

"Regarding the time-stamp of the post, Jonathan posted, well, because he was up," writes Hartzell. "I don't mean to be flip. The reality is that Jonathan's dedicated to leaving the office at 5 p.m. to ensure he's home with family for dinner. So he's often online later in the evening once the kids are in bed ... and in a world of pervasive connectivity, time/space/location constraints tend to fade away."

So what about the possibility he might have slipped up and challenged Torvalds to a fist fight or called Linux unfit to run a child's toy. (He didn't, of course - although stuff like that happens every day in the blogosphere - and eventually Schwartz wound up inviting Torvalds over to his house for dinner.)

"In terms of 'potential risks' and corporate communications perspective, we at Sun decided long ago that blogging and other 'new media/Web 2.0/Internet vehicles' are no more inherently risky than other mechanisms," says Hartzell. "They allow every employee, not just our top leaders, to evangelize and participate with the communities of developers, engineers, employees, investors, analysts, press, customers, and partners that make up our ecosystem (An aside: As a communications professional I couldn't be more happy about the demolition of the classic production/distribution/consumption models the mass democratization of access and distribution carries nothing but upside for our message)."

That's all well and good, but what about the last question? Schwartz doesn't strike me as the PJs sort.

No answer. Guess this particular kimono is to remain closed.

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