PayPal Holdings is said to be exploring a US$45 billion ($60.5 billion) takeover of Pinterest, and investors are as puzzled by the pairing as they are by the astronomical valuation. After Bloomberg News broke the story of the potential megadeal on Oct 20, investors were asking: Why is a social-media app worth so much to PayPal? And what is Pinterest anyway?

To even try to understand, investors need a whole new lingo to navigate the millennial-mom scrapbooking party that is the Pinterest platform.

So, allow me to translate: Pinterest is a social network with a lot of users, or Pinners, who are mostly women, the household spending chiefs that advertisers and brands like so much. (Discovery’s HGTV cable network has long used a similar sales pitch.)

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