Every title begins with Re, as though each post were a reply to an email somebody sent him, and that framing turns out to suit the material exactly. Virgil Cook writes about new companies while nobody yet knows whether they will last, sets out what each one claims, and works through whether the usual accusations apply.
He is careful with definitions. When a company gets called a pyramid he explains what the term actually means and whether the structure fits, rather than defending or attacking on instinct.
The best post has nothing to do with business. It concerns Christmas, and the particular misery of buying presents out of a budget that will not stretch, squeezing events into a full calendar, and dreading the family gathering rather than looking forward to it.
Elsewhere he covers branding against building, video, a hosting company he is unimpressed by, and travel in Mexico.
Twenty six posts. Read the Christmas one, then the company replies if any of those names are being put to you.