We've come to expect unusual names from Kim Kardashian and Kanye West.
After all, this is the couple who previously gave us North West, Saint West, and Chicago West.
But some folks believe the Kardashian-Wests topped themselves when they selected a moniker for their fourth child.
"Psalm West" quickly became a trending topic when Kimye made the announcement last week.
And we probably don't need to tell you that the feedback was not entirely positive.
In fact, many were quick to roast Kim and Kanye for what they viewed as a laughably sanctimonious appellation.
But the Kard clan has spent the past ten years operating under a very specific business model that involves turning online hate into cold, hard cash.
And so, they won't let a few million nay-sayers prevent them from cashing in on Lil Psalm's name.
According to TMZ, Kim has already filed to have "Psalm West" trademark protected so that her company can use the name to market a possible haircare line ... as well as many, many other products.
Those products include -- but are not limited to:
Entertainment services, personal appearances, skin care, probiotic supplements, toy figures and doll accessories, computer software, clothing, baby bottles, furniture, strollers, beverageware, swaddling blankets.
And there's more:
Skin moisturizers, lotions, creams, bubble bath, fragrances, body powders, shower gels, body oils, skin serums, nail polish, nail polish remover, nail care preparations.
Pretty random assortment of items, but don't worry, Kim also protected herself with regard to more age-appropriate products, such as:
Puppets, puzzles, toy jewelry, toy cameras, toy food, bath toys, baby gyms, playground balls, electronic action toys, baby bouncers, baby changing tables, baby walkers, pillows, mirrors, cushions, picture frames, and playpens.
Believe it or not, the list goes on (and on, and on ...) from there.
It may seem like an odd move, as Kim and Kanye haven't marketed any products named after their previous three kids (yet).
So is Psalm some sort of golden boy who's being tasked with carrying the family fortune into the next generation?
Kim and Kanye have licensed all of their kids' names (though not necessarily with regard to quite so many products).
As far as we can tell, it's their way of ensuring the children will be able to cash in on their names when the time comes -- as well as a safeguard against anyone else doing so in the meantime.
Elsewhere in the book of Psalms, Kris Jenner got all huffy when someone pointed out how weird the name is, and she pointed out that it's a biblical reference, because apparently, she thinks all us poors are also dumbs:
“The inspiration was the Book of Psalms in the Bible,” Jenner told Entertainment Tonight.
“I think it’s just a wonderful way to celebrate how they feel.
"And he’s such a blessing, so it’s perfect.”
Yeah, but maybe a kids' name should be more about the kid and less about the fact that his dad was on a religious kick at the time he was born.
Just a thought.