When Magic Cap failed, Rubin joined Artemis Research, founded by Steve Perlman, which became WebTV and was eventually acquired by Microsoft.
Company executives were Barak Kassar, founder and CEO, formerly of Wink Communications, Jim Spare, COO, formerly of General Instrument (now Motorola) and WebTV (now Microsoft), Alan Teague, CTO, formerly of Kinecta, Susan Evans, formerly of Publicis, Sandy Frank, four-time Emmy winning writer for David Letterman and Tim Myers, a CLIO winning animator