This competition is playing out largely in two general areas, local search and what insiders call "personalization."

Thus did Sam become what the insiders call an "honest broker," getting the "broker" part right, if nothing else.

In many leadership races, vote counts and predictions are wildly unreliable because of what insiders call the "lie factor."

Today, his is a vision so broad, so larger than life that insiders in his mahogany warren call it "the Movie."

The insiders call it the "Department of Baloney."

Some insiders called the shows "the blond collections."

Even what insiders call "the phantom news conference" - answers to the 60 questions not asked - serves an organizing purpose.

Here, rookie retailers learn to move product at what insiders call "Thoughtfulness University."

Indeed, the cushy world of nonprofit hospitals is being transformed into the cutthroat business of providing medical services to what insiders call "covered lives."

During the push to transform the party, insiders called his methods "Stalinist."