I think the advertising they are hoping for is going to come from the multiple site of diaper girl pictures. That's where they will benefit from their name being plastered on the diaper. I do have to admit that I am a fan of the ABU Cushies. They are sweet. But again cost a lot. And it sucks that they charge extra to add a scent. I mean really. Look at the diaper it should be scented damn it. Lol