wasn't it published in 2011?
ElkY sounds so much > Bertrand...French names in general tend to sound pretty cool imo BUT Bertrand? Even when pronounced with a proper accent it still reads/screams tool.
Side note...didn't read obv but will comment on ElkY's fashion sense:
NOT GOOT. Wayyyyy too many Ed Hardy-like T's, gaudy designs and a color palette that could only be appreciated by Versace (when he's on acid.)
Nothing against BDSM but (from a fashion perspective) don't really care for the look...