I don't work on a project unless I believe that it will dramatically improve life for a bunch of people.
When you're doing a deal with someone in the southern Sahara, it's a very different way of doing business than in London. You can't sign them in the usual way because they'd end up getting ripped off, which would defeat the object of setting up a label like this.
Freud's view is that all love is sexual in its origin or its basis. Even those loves which do not appear to be sexual or erotic have a sexual root or core. They are all sublimations of the sexual instinct.