"This is a way for prospective students to show us that they embrace innovation and are comfortable using the kind of media and technology driving so many changes in business." Jaron Lanier, author of the book "You Are Not A Gadget: A Manifesto," accused the university of "trying to be cool." He said: "They're devaluing their future because they're identifying themselves with a fad rather than something more long term." The scholarship is privately funded and open to candidates who have been accepted on to the course in the usual way.