With the development of newer technology and the Internet, cold calling has gained some criticism. Jeffrey Gitomer wrote in a 2010 article for The Augusta Chronicle that "the return on investment on cold calling is under zero."[6] Gitomer believes that cold calling will only annoy customers and will not attract business. Gitomer also believes that referral marketing is a better form of selling and marketing.[6] According to Gitomer, there are "2.5 basic understandings of a cold call":[7]