Despite building an increasingly screen-focused world, billionaire tech leaders 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, the trend of Silicon Valley billionaires keeping their families away from technology has become even more pronounced, thanks in part to the rise of social media and short-form video.

Excessive device use among children has become more common in recent years as busy parents turn to screens to find some peace. The trend has accelerated so much that some young children accustomed to extensive screen time are 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.