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In the accompanying spread to her September cover of Elle, Gwyneth Paltrow explains why she decided to start her website GOOP. "When you go to Paris and your concierge sends you to some? restaurant because they get a kickback, it's like, No. Where should I really be? Where is the great bar with organic wine? Where do I get a bikini wax in Paris? People know that I know that?" [Elle]