From the very beginning, Loci stood to benefit Faith and Emmett in very different ways. Faith had been “begging for scraps” for years at
Bloomer—Emmett knew this intimately, as Faith had come to him forty years ago asking for ad money. By creating Loci, Faith would have enormous financial resources for her platform and her mission. At the same time, Emmett’s company would experience an influx of good press and goodwill from the public. Although they established Loci ostensibly in the name of activism, both Faith and Emmett knew that the arrangement also had enormous personal benefits.