Authoritative mother-of-pearl Martha Stewart has opinions on Goop. But no matter their substance, they are absolutely treasured by Goop alien-mother Gwyneth Paltrow. She holds them close to her cashmere-shielded heart, whispers them to her infinite-thread-count pillowcase, writes them over and over on a kitchen chalkboard that is supposed to be for decorative to-do lists only.
It's a fight she loves, she tells Us Weekly in a chat about her combat mentality:
If I'm really honest, I'm so psyched that she sees us as competition. I'm so psyched. I really am.
Paltrow just recruited her new CEO from Martha Stewart's company this week, so she has fully infiltrated enemy lines. And as usual, her mind game is marked by intricate genius of mathematically manipulative beauty.