by 2012 -- >> jeff bezos. jeff! >> -- you would be hard pressed to find someone who hadn't heard of jeff bezos. >> jeff bezos, the god father of the virtual bookstore. >> but while researching his book, journalist brad stone found that person. >> i said, i'm writing a book about amazon and about this guy named jeff bezos, and i would like to talk to you for it. and he had no idea what i was talking about. >> that person was jeff bezos' biological father. >> i was like, well, he's your son, and he was perplexed. and i said when you were in high school back in albuquerque, you know, you had a son named jeff. and he said, is he still alive? >> wow. >> and i was like, yeah, he's one of the wealthiest guys in the world. >> jeff bezos was born in