after the microsoft incident, willms soon thought of a new business idea. the problem with edirect had been that all of the products he was selling were not, in practice, his. by going through vast quantities of popular web searches, he attempted to find out the top desire of people in order to venture upon the appropriate product. the result was weight-loss products. using the name of an already existing chinese tea, supposedly good for burning fat, willms started to sell his own white-label product tea under the new company name just think media. the tea was marketed and sold through several web sites. the business became such a success that willms quickly launched other types of alleged health products, such as colon cleansers, teeth whiteners, and acai supplements. the web pages that were used to sell the products were filled with "scientific proof" and alleged endorsements from celebrities and tv networks. at its peak in 2009, just think media earned more than $100 million in revenue and had only 20 employees.