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So the new TIME cover features the Larry-Eric-Sergey luge team. Very nice of the Google founders to share the glory with their CEO. The message here is "Eric matters," and it's the latest of many statements Google makes through magazine covers.

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BW, May 2004:This cover cleverly complements the issue's "bridge over troubled water" slant by referencing two Simon and Garfunkel poses. Paul and Art endured a month of "Oh, I thought you were those famous guys from the magazines."

More dramatic headshots after the jump.

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When you want straight drama, you put Sergey in front.

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TR, January 2005: They would have used God's photo, but you wouldn't believe the sitting fee that guy charges.

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FC, November 2005: Soon-to-be Marissa Mayer poses as Google's answer to Jonathan Ive. Cool, calm, perfectly normal.

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BW, 5 December 2005: Text doesn't sell, but the photo shoots were getting pricey, what with buying Sergey fresh Legos.

Google: Beyond the hype [BusinessWeek]
Is this company worth $165 a share? [Fortune]
What's Next for Google [Technology Review]
Google's secret weapon [Fast Company]
Googling for Gold [BusinessWeek]