With Microsoft's latest operating system looming large on the digital landscape - set for a public beta launch at the end of the month - casualties are beginning to emerge.
It turns out that the launch of Windows 8 could see Microsoft's iconic Start button going the same way as Clippy.
Now a mainstay of personal computing, the Start button was launched 17 years ago amidst a massive advertising campaign featuring the Rolling Stones song "Start me up".
With Windows XP/Vista and 7 installed on a huge portion of PCs worldwide, the Start button has become a design icon that is effectively synonymous with the Redmond based software giant.
Sadly in Windows 8, rumours are that Microsoft has decided to kill off the Start button, with the space to be occupied by what is being called a "hot" corner.