You know when you joke with your buddy over the phone about his worm composting business? You might say something like, “Oh there’s Gnats in your compost? It’s like the product is all Gnatural! Get it?” He might then correct you saying there’s no good that can come from having Gnats in your compost—but then again, you’ve already hired a designer, built a brief, gone through iterations, started a T-Shirt business, and ordered a sample for him.