The Kardashians have built an amazing commercial empire. They are brilliant entrepreneurs and that’s really cool. Our tagline is speaking to a wider issue - in today’s world, we're encouraging our children to be reality stars, or to pursue fame as an end in itself. And celebrities get so much more visibility and validation that scientists, techies, entrepreneurs, social innovators etc. From the outside, I’m not sure how many young children appreciate the business nous and hard work of the Kardashians. But more generally, we don’t want to be mean about the Kardashians, we just want to counter an obsession with selfies and social media and having the latest fashion item. Our tagline is meant to be make people reflect on the role models we are offering kids. We want more diversity, and to offer different role models for kids, who show off their brains to make their way in the world.