New York Times: "Mr. Hong came up with a rough rule of thumb for donating: 10 percent of income over $100,000. (For Mr. Hong, that would be more than $100,000 a year.) He asked one of his employees, Joshua Blumenstock, to build a Web site, www.10over100.org, where people would be able to pledge to follow the formula, post their photo and favorite causes and invite their friends to do the same. 'He's a bleeding heart capitalist,' Mr. Levchin said of Mr. Hong."