Fascinating link, atrac. Hey, you're not cheap - you're like me - you love finding diamonds in the rough. Thanks to you, I actually tested McGraw, which I turned out to actually like (shhhhh).
Did you notice that the guy behind Boom! is a former exec with The Limited's marketing arm, i.e., Victoria's Secret and Bath & Body Works? Etc., etc.? That whole empire has been doing a bang-up business in our part of the world this Christmas. The lines in B&BW are damn near out the door. And Boom! handles Ruehl no.925, too. Yeah, they're doing Hannah Montana, Disney, and NFL. But hey - if the juice smells, good, wear it.