I have absolutely no idea what these people were thinking of when they dreamed up this name.
Slavish conformity to the "Truth in Advertising" creed (in which case it's only a matter of time before they disappear), or another misguided abuse of the English language in order to be appear hip?
I have no idea.
It is mildly witty, though - the subline says "With a license to style"
No excuse, though.
I'll stick to "Scalped", my €10, 5 minute ordeal every 4 months or so.....