Monday, October 10, 2011

Certified Humane. Because Certified Insane was already taken.

They didn’t settle on the name Certified Humane right away.  The first and most obvious choice was Certified Insane.  It was much more descriptive of the people they hoped to appeal to:  people who, without the aid of psychotropic drugs, had such highly developed self-delusional powers they could convince themselves shackle hoisting and a brain-piercing captive stun bolt is “the best way to help farm animals.”  But Certified Insane was overused.  They wanted something more distinctive.  So they went with Certified Humane instead.