To the rest of the world, Stuart Duncan is the respectable, successful mobile game entrepreneur behind such titles as Z2Live's Trade Nations and EA's The Simpsons: Tapped Out.
And this is not an incorrect version of Duncan's career.
As the CEO of Canadian developer Bight Games, he helped develop both titles, with the studio eventually being acquired by EA following the success of The Simpsons: Tapped Out, which has generated more than $130 million in lifetime revenue.
Yet for those of us in the mobile games industry who have a longer memory, Duncan was also the crackpot who attempted to make a success of a synchronous iPhone battle game that involved shaving llamas.
It's fair to say that while Fleeced! - Shear Terror remains lodged deep in the memory, it didn't make a dent in the charts, but that's not to say that Duncan's new outfit will be anything like as wacky.
After all, 2009 was more than a lifetime ago in App Store terms, and how developers have the added advantage of data.
Show me the numbers
And, indeed, data is the core of his new studio Icejam's approach.
Duncan was also the crackpot who attempted to make a success of a game that involved shaving llamas.
Labelling this as "Playable Data", the focus of Icejam is to use real-time, real-world player data to ensure it can make games which players love; something the studio thinks it's accomplished during its first nine months of 'silent running'.
“With Playable Data, we can now create games that constantly evolve based on real world events: from the personal and hyper-local, to the global and trending," commented Duncan.
"We now have the opportunity to impact the F2P market in a transformative way, and we are really excited at that potential.”
Funded by an angel and a seed round, the company is working on its data platform in conjunction with its debut game, which are both due for release in 2016.
More details will be announced later in 2015.
And if you don't believe us about Sheer Terror, see below
