Well, there we have the story straight from The Man himself. I hope all is as he says and his business is able to ultimately succeed. I never liked the (original) name but I always root for the entrepreneur.
Still happily answering to the call-sign Peetza.
The problem, as you so eloquently put it, is choice.
He is no fool who gives what he can not keep to gain what he can not lose.
-Jim Eliott, paraphrasing Philip Henry.