That post is probably the best explanation of what goodwill is and it also proves just how subjective the valuation actually is and it also proves just how intangible it is. So, for a company to base 2/3 of it's shareholder equity on something so subjective and so intangible is freaking outrageous. It also states within that definition that it takes quite a few years to establish goodwill and this company hasn't been here long. Good luck folks.