. >> christine aguilera is the president. when she's not busy hearing dumb jokes about her name -- ♪ what a girl wants -- she oversees the catalog. unlike any other. i'm curious who your customer base is. just judging from this it seems like a lot of customers have aging pets and foot problems. >> you'd be surprised how many people have pelts and foot problems. they tend to be very well educated. and high disposable income. so as far as a retailer and consumer base, it's one of best ones out there. >> really? >> yeah. >> so it's the ivy leaguers going for the backyard yeti sculpture? >> i don't know if ivy leaguer is the right word but it's certainly people who have high disposable income. >> the company began in 1990 when phones on planes were a new rage. in those days, if you ordered something midflight, sky mall would have it waiting at baggage claim. which turned out to be a horrible idea. >> they loved the idea of shoch during their downtime on the plane. but, you know, who need ace set of patio furniture at baggage clai