In 2007, Jo Hoppe, the CIO of Pegasystems said that she uses the alternate phrase "drinking our own champagne".  Novell's head of public relations Bruce Lowry, commenting on his company's use of Linux and , said that he also prefers this phrase.  In 2009, the new CIO of Microsoft, Tony Scott, argued that the phrase "dogfooding" was unappealing and should be replaced by "icecreaming", with the aim of developing products as "ice cream that our customers want to consume."  A less controversial and common alternate term used in some contexts is self-hosting , where developers' workstations would for instance get updated automatically overnight to the latest daily build of the software or operating system they work on. Developers of IBM's mainframe operating systems have long used the term, "eating our own cooking".