At first glance I thought for sure this company name must be Babcock but no upon rewind, for sure it is Badcock. Their slogan is "Badcock & more". Assuming a really bad cock would start at about 10 inches. Does this mean you get a couple more inches tipping off at a full 12? Plus they advertised a10 % off sale. Thus leaving sale goers the shorter end of the stick but still a very sizable shaft.