 And I've always thought Goop was such a weird name, but they go on to explain that she had hired a branding agency for some obscene amount of money. And the branding agency had uncovered in their research that the one thing that all of the most successful billion dollar plus valuation companies had in common other than technology of the last decade was that they had inserted double O's somewhere in their name. So it was like Facebook, Yahoo, Google, there was like a list of them where it just seemed uncanny. And so what they pitched to her was, let's take your initials, GP, and let's just put two double O's in there for good luck.