(Updated post, October, 2026)
Let’s clear something up straight away: nothing about our fake cum has changed. Same formula, same consistency, same color, same performance under lights. If you have been buying KUM from us for years, it should be exactly what you’re used to. The only thing that is different is the name on the label — it now says SHOOT it.
Here is why we made the change.
The name was too clever for its own good
We liked the name KUM – it was short, memorable, and it made people smile. That was the whole point. But a name that is a near-homophone for the thing it imitates turns out to be a genuine operational liability once you are selling at any scale.
The problem is not that many folk were truly offended – more that automated systems do not have a sense of humour. Amazon’s listing filters, search engine safe-search classifiers, and ad platform review systems all pattern-match on text, and a product name sitting one letter away from an explicit term gets flagged over and over by machines that never stop to consider context. We were spending real time on appeals and re-listings for a word we had chosen as a joke, meaning:
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Marketplace listing restrictions. A flagged listing can be suppressed or pulled with very little warning and a slow path back.
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Terms-of-service exposure. Repeated flags against the same account are not a good look, however unjustified each individual one is.
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Search visibility. Getting filtered out of results, or de-indexed entirely, is an enormous price to pay for a pun. We would rather rank.
Why SHOOT it is the better name anyway
The honest surprise is that we prefer the new name, and not just because it is safer.
SHOOT it carries the same double meaning, but the other half of it is entirely clean. In our industry, you shoot a scene. You shoot content. So many of our customers are, in the most literal sense, shooting something. So the name speaks directly to the professional buyer — the director, the solo creator, the crew — while still landing the joke for anyone who wants it.
That is a much better piece of naming than KUM ever was. It just took a platform policy problem to make us find it.
A new label, because we are better than that!
Since we were changing the name anyway, we used the opportunity to make a better label.
We are not a faceless manufacturer, and the old label never really reflected the amount of care that goes into the formula. The new one is designed to look like professional equipment rather than a novelty — clean typography, clear sizing, the information a buyer actually needs on the front.
It also had to fit a bigger family
The last reason is the one that will make the most sense in hindsight.
We are not a one-product company any more. Over the past couple of years we have added a new, fruity lubricant called Fruit it, a penis skin conditioning oil called Soothe it, and more, and every one of them needed a name that felt like part of the same family. The pattern we landed on is simple: every product name ends in it.
More on that soon. We have a new website on the way!
What this means for you
Practically speaking, almost nothing. Except…
AMAZON. Finally, Shoot It synthetic semen is now available on Amazon and doing well. So well that Money Shot Magic is now in the midst of teaming up with a U.S. factory to produce bottles by the thousand! While this means our product won’t be hand-crafted to order as it was in the past, the factory will provide for improved consistency across larger batches – and most importantly, the larger volumes will give us the ability to drop pricing significantly to make the product more affordable in line with most other personal lubricants. But it will still have that better than average look, feel and taste. So look out for a big announcement, hopefully over the summer of 2025.
Meanwhile, if you haven’t reviewed our cum lube on Amazon yet, please consider helping us out with our new Amazon platform. Five-star reviews really help with our proposed lower pricing — we‘re talking $5-10 cheaper per bottle! In fact, we’d be so grateful that if you send us a screenshot of your review, along with your full name and address, we’ll send you a free bottle! Just email us at: Freebies [at] MoneyShotMagic.com
Finally, if you have been with us since the early KUM days, thank you. You are the reason we are still here!