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Joseph Samuel Serf was an American born in Dayton, Ohio, 25 May 1972. He graduated from Harvard University in 1993 and founded Serf Systems. He completely disappeared from public view after a near-fatal skiing accident in Val d'slere in 2007. He became famously reclusive and started developing the SerfBoard. In reality, Serf had died in the skiing accident. The later Serf was a simulation maintained by Skullion slaves led by John Harrison, the PR for Serf Systems. Luke Smith and Sky Smith later controlled the simulation and made it disappear after the Skullions had been freed and Harrison had been defeated. (SJA: The Man Who Never Was)