TIL the "Exxon" name was created for $10,000 [=$2,000/letter in 1971/72] by the father of logology [recreational linguistics], a recluse "sometimes working secretively for weeks without seeing his family" whose advertised his religious movement [the Divine Immortality Church] in Hustler magazine.

From Later life and death in Dmitri Borgmann's wikipage:

In the late 1970s Borgmann founded a new religious movement, the Divine Immortality Church, and took out ads in New Times, The Atlantic, Mother Jones and other magazines, offering ordainment certificates and divinity degrees.[25][26][27][28] He also advertised the church in Hustler, encouraging the publisher to omit the first T in "Immortality". As many as a hundred people joined the movement.[21]

Borgmann had a reputation for being reclusive to the point of eccentricity, a characteristic which intensified in his later years. None of his colleagues from publishing—not even his literary agent Joseph Madachy, nor Martin Gardner, who got Borgmann the editorship of Word Waysever met him personally. His successors at Word Ways, Howard W. Bergerson and A. Ross Eckler, Jr., never met him either.[18] Borgmann's home life was even more secluded; most external and internal windows were boarded up or covered with heavy drapes, and mirrors were not permitted in the house. Borgmann rarely left his cluttered upstairs room, sometimes working secretively for weeks without seeing his family. Though he was diagnosed with a heart condition, he refused to take his prescribed medication, and eventually succumbed to a heart attack on December 7, 1985.

After his death, Eckler and Borgmann's son Keith went through his papers, finding material for a number of articles which were published posthumously in Word Ways.[2] Nineteen folders containing Borgmann's correspondence with Martin Gardner, dating from 1956 to the 1980s, were collected and are preserved in the Special Collections and University Archives of the Stanford University Libraries.[29]

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