Photograph by Landon Nordeman

There’s a new article in Business Week about Billy Corgan and his professional wrestling promotion Resistance Pro. It talks about Billy meeting with his Resistance Pro partners at an IHOP to create storylines for his company about a month ago:

“Harry Smith versus Rhino,” Jacques reads from a lineup scrawled on Post-it notes.

“I got it,” Corgan says, holding an index finger in the air. “Good long match. Harry wins clean. Rhino kind of sells disgust. And then totally unexpectedly … Rhino finally gores him after the match.” Corgan clearly delights in the jargon. A wrestler doesn’t act disgusted; he sells disgust. Goring is Rhino’s signature move, where he knocks his opponent flat by turning himself into a human spear.