iConcertCal is an incredibly elegant idea, and ten years ago, the guys who built it (a pair of electrical engineering grad students, Brandon and Jeff, from the University of Washington) would have been batting away offers from venture capitalists. (No joke: The day after I discovered their creation, I was describing it to a friend of mine. He winced, took a weary sip of his beer, and described how, in 1996, he came up with the idea of a service that keeps track of the CDs you play on your computer, and feeds you concert schedules for the artists. "Disney offered me $20 million to run with the concept for three years," he admitted, eyes burning. He turned them down, calculating that the years 1997 to 2000 would pay him more if he kept his options open. He was wrong. Back then, we all were.) Brandon and Jeff deserve a nice lunch with some executives from Ticketmaster, at the very least.