Initially, he sought a licensing deal with the Commodore brand owners, imagining “official” boards and replacement components as part of an inclusive, community-friendly conglomerate. Simpson doesn’t actually own the original company because that company no longer exists. He must avoid alienating enthusiasts that kept the Commodore flame alive, and not imply that only his new Commodore confers legitimacy. He must collaborate closely with owners of other key puzzle pieces and license the Commodore brand fairly to interested third parties. The new Commodore wants to be both reboot and original; past and future.