In two months Pepsi picked up the names, ages, gender, addresses and consumption levels of 2 million people.

FORBES: The Killer Ad Machine

Adam names the animals and notices their gender bifurcation and sees that he is incomplete.

FORBES: Dear President Obama: I'm Only My Brother's Keeper If My Brother Is My Sheep

The idea has been popular with some top names in the legal profession, who are keen to see the gender imbalance redressed.

CNN: Your top-flight lawyer? She's a stay-at-home mom

Some names appear to cater to specific groups of entrepreneurs or investors based on their gender ("crowdfundgirl"), race ("latinocrowdfunding") or religion ("christiancrowdfunds").

WSJ: Crowdfunding Efforts Draw Suspicion