More Americans really should try the growing number of alternatives to AT&T, T-Mobile and Verizon — although maybe not Trump Mobile.

Despite the name of the new cellular company and its association with the President’s family, the Trump Organization will not be directly involved in making Trump Mobile’s products or providing the phone service to customers. Instead, the company is using Trump’s name under a licensing deal.

The new gold-colored phone will be available for $499 in August, and will be called the T1 Phone. The venture raises ethical questions.