That question has two parts, what do the letters 'MITA' mean, and what do we, as a company, stand for. MITA is an acronym for Man in the Arena, the famous Theodore Roosevelt speech where he draws a stark line between the man doing the deeds and the critic merely pointing out where he stumbles. We exist to support the Man in the Arena. The doer. We create products to help the guy trying to help himself. You're few and far between. This isn't the bulk of the market, but we'd rather focus on those trying to earn it than those trying nothing.