 Hertz took Simpson off the air once he was charged with murdering his ex-wife and her friend. At the time, he was being paid more than half a million dollars a year. Celebrity endorsements are extremely expensive. And that is... Elizabeth Zab Johnson. I am the executive director and senior fellow with the Wharton Neuroscience Initiative at the University of Pennsylvania. Where does Zab come from? The middle three letters of Elizabeth. Okay.