The Hustle

What’s Sergey Brin been up to? Look up and you’ll soon find out

Hot air is attributed to many billionaires, but Google co-founder Sergey Brin is taking that to a new place.

Brin’s secretive side venture, LTA Research & Exploration, indulges his long-held flight of fancy: airships.

Yes, like the Hindenburg…

… but modernized, per Bloomberg Businessweek.

OK, but why?

LTA imagines a few use cases:

Your takeaway: Find someone who loves you like Brin loves airships; this is his second startup attempting to revive them. Brin — still an Alphabet board member who’s worth ~$105B — has funneled an estimated $250m+ into LTA so far.

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