The term “ursprache” refers to an original language or hidden codex of true names for things. Since it is an awkward word in English (much like the word “awkward,” delightfully) it is not high on anyone’s list for the name of a small, independent publisher.
And yet it fits what I am doing: releasing fiction that is not consciously against the grain perhaps, but is fully aware that most of what is getting published today has no lasting value other than as a trend. An ur-language is by definition shored up against trends and heading the opposite direction.
In the meantime, you may ask: why self-publish? The buzzword answer is that old style publishing is obsolete, but the skinny is that for what I am doing, a different kind of publisher is needed. This is not Fifty Shades of Gray or even Cloud Atlas. It is a return to the roots of literature through future methods.