Tech billionaires and executives like Evan Spiegel and Peter Thiel are publicly shielding their children from the products that made them rich

Despite building an increasingly screen-focused world, tech billionaires and executives are keeping their own children away from the tech they helped create.

As far back as 2010, Apple cofounder Steve Jobs told a New York Times reporter his kids had never used an iPad and that “we limit how much technology our kids use at home.” Since then, excessive device use among children has grown more common, especially as busy parents turn to screens to find some temporary peace.

The trend has accelerated so much that some young children accustomed to extensive screen time have been dubbed “iPad kids.” On average, children in the U.S. ages 8 to 18 spend 7.5 hours per day watching or using screens, according to the American Academy of Child and Adolescent Psychiatry.

At the same time, Silicon Valley billionaires and executives have increasingly sought to limit how their own families use technology and for how long, partly in response to the rise of time sucking social media and short-form video.

YouTube CEO Neal Mohan is among those taking a cautious approach.

Mohan, who has three children, said he and his wife try to limit the time his children spend on platforms like YouTube.

“We do limit their time on YouTube and other platforms and other forms of media.

On weekdays we tend to be more strict, on weekends we tend to be less so.

We’re not perfect by any stretch,” he said in a December interview with Time .

YouTube cofounder Steve Chen also said at a talk at the Stanford Graduate School of Business last year he wouldn’t want his kids consuming only short-form content, noting it might be better to limit kids to videos longer than 15 minutes.

“Shorter-form content equates to shorter attention spans,” he said.

Different approaches When it comes to how parents control their children’s screen time, some of the most important people in Silicon Valley have surprisingly different approaches.

Instagram CEO Adam Mosseri, who has three children, said in an interview last year he controls his kids’ weekend screen and video game time by starting at a baseline of zero minutes.

His kids can earn earn up to 90-minutes of screen time or video game time on the weekend by during by completing three 30-minute homework sessions during the week, he said.