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Yes, "well-known" is context dependent. But I would argue the WSJ chose a poor context. The reader already knows whether or not he/she has heard of Github, so the real question is "are they well-known in their industry?"

Pick any non-consumer-facing industry where the average person doesn't know the players, and everybody is "little known". That doesn't really tell you anything about their actual businesses or reputations.




I agree with you, the wording from the WSJ sounds like they want the investment size to seem ridiculous. How about "quickly growing and profitable software company github..."




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