And, just like that, Sussex Royal is no more. The centerpiece of Prince Harry and Meghan Markle’s post-royal life, Sussex Royal was going to be what Goop is to Gwyneth Paltrow, what Nobu is to Robert De Niro, what those little tins of protein pudding are to Sylvester Stallone. Sussex Royal was to be their Web site, their social-media umbrella, their charitable foundation, their line of magazines, greeting cards, posters, and clothing. Yes, it sounded like something a mediocre cruise-ship company would name its third-best vessel, but it was theirs.

But now it may be no more. On Tuesday, the Queen reportedly “banned” Harry and Meghan from invoking the term “royal” in their personal branding, on the basis that neither of them is royal anymore. It’s a blow to the couple, who are thought to have plowed tens of thousands of dollars into the idea of Sussex Royal, and it means a rethink is now in order. How do a pair of nonroyal royals present themselves to the world? Harry and Meg? Markle & Co.? H&M? (No—that’s already taken.) Vancouver Windsor? No other option has quite the same pizzazz.