At first there doesn’t appear to be anything interesting about this news – according to Transworld, O’Neill has sold its brand to another company called Logo Intl. They sold everything but the wetsuit division, the US outerwear division and a few stores in Santa Cruz. So, nothing interesting yet… But wait, what did they pay? $403.8 million US dollars! That’s right, O’Neill is apparently worth nearly half a billion dollars. I guess I should take this as good news… It means that good brands (you know… the ones that don’t sell in K-Mart) must be worth like a trillion dollars. I’m going to tell the kids down the street that sell macaroni necklaces they can bail out now for a good hundred mil. How does this happen? Is it a joke? And are they willing to swap a corporate jet for a neat little magazine? Call me, we’ll talk.