“I just saw an opportunity — my mom is going through a divorce and I don’t need this last name anymore,” explained 30-year old entrepreneur Jason Sadler, who lives in Jacksonville, Florida. “I thought ‘How am I going to find a new last name?’ well ‘Why not just sell it?'”

To many, the idea of selling off the family surname might be crazy. Sadler says he wants to reinvest the money he makes into other “fun marketing things” and “give 10% of it to charity.”

At the time of the interview, the highest bidder on Sadler’s website — buymylastname.com — had offered $35,000.

For all of 2013, Sadler will legally assume the new surname decided by the winning bidder and will need to change all official forms of identification.