This is a reference in Forbes magazine:
At the border of the narrow coastal plain stretching from Tel Aviv, in the foothills of the Judaean hills, stands Bet Shemesh, a small city of 30,000. Row upon row of stepped stucco houses with orange tile roofs give the place an unlikely resemblance to a Northern California condo development. Headquartered in a quiet cul-de-sac is 2AM, a leading developer of subscriber "megaplayer" games for the Internet. 2AM, with its own Web site and agreements with service providers, including AT&T and Prodigy, provides a number of interactive games online, but its core technology is server software that allows as many as 1,000 people to play in a game simultaneously for one-tenth of what America Online pays for similar technology.
2AM's founders reflect Israel's international patois President Eli Ehrman is an Oxford-schooled Israeli, CTO David Goldfarb is from New York, and game designer Mark Granat is a Brit who studied at Hebrew University in Jerusalem. Goldfarb and Granat moved to Israel in their 20s. Ehrman and Granat met in the elite Golani Infantry Brigade, where they both saw action in Lebanon in the '80s. 2AM proves that if being Talpiot is a ticket to success in the country's high tech industry, sometimes being an Israeli grunt is not a bad thing either.
Drawing on his experience as an infantryman, Granat wrote a treatise called "The Rifleman's Dilemma," which, along with infantry combat and social hierarchy, is the foundation for 2AM's marquee game, Chain of Command. Players start out as privates and successfully complete missions so they can move up the ranks, control more players, and compete at increasingly higher tactical levels. Granat's real-life combat experience and his training in the IDF were instrumental in giving Chain of Command more realism than other combat simulations. As in real combat, casualties are the worst dilemma a soldier can face. "In our game," Granat says, "you don't leave a wounded friend on the battlefield."
According to Ehrman, success at Chain of Command requires learning that it's less costly to root out a sniper by cooperating with a number of other squads than by working alone. "The goal is to make people realize that to advance, they have to cooperate and play together."