"Being a brash entrepreneur, Roberts responded to the crisis by deciding to launch a whole new business. He had always been fascinated by computers, and he assumed that other hobbyists felt the same. His goal, he enthused to a friend, was building a computer for the masses that would eliminate the Computer Priesthood once and for all. After studying the instruction set for the Intel 8080, Roberts concluded that MITS could make a do-it-yourself kit for a rudimentary computer that would be so cheap, under $400, that every enthusiast would buy it. "We thought he was off the deep end," a colleague later confessed.112 Ed Roberts (1941-2010)."