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Sleep Deprivation Software (SDS) was formed around the following principles:

1. Macintosh development should be simple, entertaining, and inexpensive.
2. Developers should be allowed to concentrate on the creative aspects of their work rather than the drudgery of interface issues.
3. Given a fast, comprehensive API to the Macintosh toolbox, Macintosh programmers could produce quality software more quickly.
4. The existence of quality, innovative software for the Macintosh will help increase its market share and presence.