For years I worked for my now competitor and was always reffered to as THE FISH GUY and not my name. Anywhere I went and people recognized me, they called out, "HEY FISH GUY". It was FISH GUY or the BEE guy from the IBC BANK commercials. Apparently the actor and I look so alike that not only did my wife take a double take at it, my parents called and asked why I didn't tell them I was doing commercials again. And for those that see the commercial and see me, it never fails that eventually I get told who I look like and ask if I can get them a good rate at the bank. Anyways, so when I decided to open my own business in the same field, I just named it what people called me already. But not the BEE Guy. The avatar is my logo......