Whatever names have been thrown at Kim Kardashian West, "foolish" is never one of them.
The social media queen, one of the most recognisable people in the world, has conquered the hugely lucrative app and beauty worlds, and is the star and producer of one of the longest running reality television shows in the US, Keeping Up with the Kardashians, now in its 10th year.
If the Kardashians are the US's unofficial first family, she is the president, and unlike the current leader in command, Donald Trump, she is a media mastermind.
Paparazzi pictures of her sell like gold dust, so like the good little capitalist her momager Kris Jenner has reared, Kardashian West knows her worth and demands her cut.
Not too unlike the deal she made from her sex tape - one of the most watched in the world, a Sydney paparazzo has lifted the lid on her secret arrangement with paparazzi agency, Splash News.
Mosman's Jayden Seyfarth, 20, who is based in Sydney but often travels to the US where he says there is "so much more work compared to home and more interesting people too", claims that Kardashian West tips Splash photographers off to her whereabouts and in return gets a percentage of what they make on sales of her image.
"She selects the pictures and they are photoshopped, it's common knowledge over here, every single pap knows," Seyfarth told Fairfax Media.
"Other paps don't really bother waiting at her house anymore because she barely leaves the house and when she does she gives Splash the tip, then takes 60 per cent of the money."
A former Splash photographer, who did not want to be named, confirmed Seyfarth's claims, but said the percentage she takes is less - about 40 per cent.
Explaining why he decided to reveal Kardashian West's best kept secret, Seyfarth added: "I just thought I would show how it's not just D-list celebrities, who do stuff like this."
It doesn't always go to plan, however. This year, competing agency Backgrid took unflattering pictures of Kardashian West and her prized posterior on holidays in Mexico.
She claimed the pictures were photoshopped to add cellulite, the agency denied it, but you can bet your bottom dollar you wouldn't see pictures like that from Splash.
Fairfax Media has asked Splash News and Kim Kardashian West for comment.