Marc Benioff, the chief executive of startup Sales-force.com Inc., has a knack for getting under the skins of his far bigger business software rivals. He has hired actors to stage protest rallies calling for the "end of software" outside his competitors' customer conferences. Borrowing from the '80s comedy Ghost-busters, he has handed out "software busters" pins. And he has told anyone who would listen that today's business software is too expensive and too dang complicated. "We have created an industry of complexity and we need to do something about it," he says.
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