“Yegor Mostovshikov is under no illusions about the names he and his co-founder chose for their media company, Mamikhlapinatana, and their main online news platform, Batenka, da vy transformer. Neither make any sense to the uninitiated, whether they speak Russian or English. … [Nevertheless,] over the last year, Mamikhlapinatana‘s monthly turnover more than doubled and it has grown from a side project, which Mostovshikov and co-founder Anton Yarosh ran in their spare time, to employing over 40 permanent staff.”