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Hurling Frootmig is said to be the founder of the Hitchhiker's Guide, who "established its fundamental principles of honesty and idealism, and went bust." Later, after much soul-searching, he re-established the Guide with its "principles of honesty and idealism and where you could stuff them both, and went on to lead the Guide to its first major commercial success."
Gag Halfrunt is the private brain care specialist of Zaphod Beeblebrox.
If an article isn't nice and explicit, somebody who doesn't study the subject in depth can easily be forced into flawed assumptions to make the explanation "work".