One of those programs cast a long shadow
Back in the mid 90s I would often browse "MS-DOS" program download sites, including Tucows. Most often I was interested in trying out the various command-line compression utilities. Back then, getting a useful amount of data to fit on a floppy disk was a challenge, so some alternative compression utility that squeezed a few more percent out was very welcome. I distinctly remember needing a pack of about 20 floppy disks to install Quake, for instance.
There was of course a selection of compression formats, ARJ, CAB, RAR, and more, but overwhelmingly they were 3rd party implementations of PKWare's ZIP format, often claiming better compression than pkzip. Among these ZIP-compatible challengers, I found one program going by the moniker of 7 zip, written by some Russian guy.
While it didn't actually compress noticeably better on any of my test files, it still stood-out for coming with a detailed technical write-up of what algorithms the author used, and what types of data it compressed better than other utilities.
In the late nineties I was surprised to hear people talking about that obscure little 7 zip program, and looked it up again to find it had become a Windows GUI application with multiple format support. Later, Igor's own LZMA compression format got a lot of buzz and proliferated. Today, LZMA is the compression format used behind the scenes in just about every software installer/package.