Camello definitely seems like he is involved in the company in some form and they are pretty expensive but I dont see the comparison to the M&S socks. I like funky socks (I guess thats the fad now) but most of the M&S socks I saw have their character on the bottom half of the sock rather than on the part that people actually see. I am not paying $10 for a sock but I happen to really like some of the vivarati designs. And just because a company only has 10 choices doesn't mean its not good, thats just ridiculous.