The New England Patriots have gone from TB12 to MJ10. And like Tom Brady before him, Mac Jones is using his initials and jersey number to create a brand.

Nicole Yang of the Boston Globe recently reported that Jones has filed to trademark “MJ10” so that he can sell clothing, footwear and accessories under that brand. A bunch of professional athletes have done this, so it’s not an unexpected move.

However, it’s something that has made Skip Bayless really mad, for some reason. Bayless is not a fan of this “MJ10” brand, and he let everybody know it on “Undisputed” on FOX Sports 1 on Thursday.

“The audacity of what Mac Jones just did in the middle of his rookie campaign in New England is just stunning to me,” Bayless said. “That he has now exposed himself as not that quiet, humble kid from Alabama by Jacksonville. No, he’s Baker Mayfield. He might be beyond Baker Mayfield, right? Here we are. That’s who he is.”

So, why exactly is Bayless so mad? He went on to explain.

“Let’s start with the initials — those 2 initials should be retired from all time, nobody can ever use those initials because there was only 1 MJ, as in Michael Jordan,” Bayless said. ” … You’ve got to come up with something else. And then the audacity to follow in the footsteps of the GOAT before you, because he was TB12, and that was his trademark. That was his calling card — TB12. He coined that. So now this kid’s gonna be MJ10?”

Luckily for Jones, he doesn’t have to listen to Bayless’ opinion. The former Alabama QB is having a bunch of success in his rookie season for the Patriots, and there will likely be plenty of people who will be interested in supporting his brand.