The "Apple Genius" ads that debuted the first weekend of the games featuring youthful employees were bashed. Ken Segall, a former Apple creative who wrote the book, Insanely Simple: The Obsession That Drives Apple's Success, weighed in on his blog: "Sure, Apple has had a low point or two in its advertising past — but its low points are usually higher than most advertisers' high points. This is different. These ads are causing a widespread gagging response, and deservedly so. I honestly can't remember a single Apple campaign that's been received so poorly."