Nicolò Moriconi chose the name "Ultimo" because, he said, "We live in a society where TV, advertising, newspapers tell you that you have to excel; it is a continuous race to see who is better, stronger, smarter, beautiful, cool. On the other hand, I am always interested in the last ones, those who strive to make it. I chosee the name 'Ultimo' to make those who are alone feel less alone, less of the losers they are convinced they are."