It wasn't just on campus where Simons's ideas seemed out of touch. A golden age for traditional investing had dawned as George Soros, Peter Lynch, Bill Gross, and others divined the direction of investments, financial markets, and global economies, producing enormous profits with intelligence, intuition, and old-fashioned economic and corporate research. Unlike his rivals, Simons didn't have a clue how to estimate cash flows, identify new products, or forecast interest rates. He was digging through reams of price information. There wasn't even a proper name for this kind of trading, which involved data cleansing, signals, and backtesting, terms most Wall Street pros were wholly unfamiliar with. Few used email in 1990, the internet browser hadn't been invented, and algorithms were best known, if at all, as the step-by-step procedures that had enabled Alan Turing's machine to break coded Nazi messages during World War II. The idea that these formulas might guide, or even help govern, the day-to-day lives of hundreds of millions of individuals, or that a couple of former math professors might employ computers to trounce seasoned and celebrated investors, seemed far fetched if not outright ludicrous.