I’m writing about how web entrepreneurial founders shape their projects, reflecting their identities; but that this has a disproportionate impact on who comes to use their projects and their emergent behaviours and world-views. I’m struggling to find any academic research on this, though I’d have expected there to be more on web startup cultures, particularly as the idea of kids developing systems at home or college and selling them for zillions of dollars is such a cultural trope.