"It's all about the 'O'," the ad says. I've seen the ads a number of times, but Overstock.com still isn't the first thing that pops into my head. Instead, I think of Oprah's magazine and, probably because of the attractive woman who appears on screen with the big red "O", "ovulation". They're doing a great job of advertising for Oprah and all sorts of reproductive products, but Overstock.com? Oh yeah. That's who the ad is for.