In September 1974, a guerrilla organization called the Montoneros captured Juan and Jorge Born, two Argentinean heirs to a massive food processing conglomerate, and held them for ransom. After months of negotiations between this radical political group and the brothers' family, the Montoneros received $61.5 million dollars for the brothers' re- lease. Other kidnappings followed, netting the revolutionaries close to $100 million dol- lars. Although their tactics initially brought them recognition, they also unleashed a vio- lent response. Through a military coup, General Jorge Videla assumed power and used counterinsurgency tactics against the radical left wing of the Peronist party members. The coming years of military repression put an end to the revolutionary efforts of the Mon- toneros and gave the military leaders a reputation of violators of human rights. Even the Argentine people called the repression the "Dirty War," and investigations estimate that 30,000 people, the Montoneros among them, disappeared.