An entrepreneurial librarian takes the embedded librarian concept one step further at a completely on-line university and markets the virtual library to students, faculty and administration rather than wait for customers to come to the library. York and Vance (2009) make the observation that "one obstacle to marketing an embedded librarian service is that there is no consensus on what to call this practice" (p. 206). This librarian agreed and as her goal was to "win favor and confidence by imperceptible degrees" (Merriam-Webster, 2013) she chose to call it "insinuation of the library".