Marketers that come up with a niche product and then manage to eke out a living from it always get our attention. Today we visit with MyPacifier.com, a site dedicated to selling personalized baby pacifiers. Not content to just engrave a kid’s name on the ubiquitous binky, they now offer a line of pirate-inspired pacifiers—cashing in on the current trend anchored by Johnny Depp’s latest film—and a “genius” line, bearing Einstein’s famous “E=MC2” dictum. Cute, but pricey: The personalized ones are three for $15 (plus shipping), and the designer ones are seven bucks each. Still, each is guaranteed to elicit an “Awwwww!” from grownups who move in for a close-up of the kid, so how can you put a price on that? See them all at MyPacifier.com.