How much is a word worth?  In the case of "It", the answer is $50,000, and that in 1920s dollars!  That's how much Paramount Studios paid to "Madame" Elinor Glyn, to use her clever idea of giving polite society a way to talk about sex appeal: By assigning it an innocuous name!

Glyn, described in the Film Historian's Commentary track as, "A hack writer for Cosmopolitan Magazine", also got a cameo appearance out of the deal; portraying herself in the film.  Cosmo also got some "product placement" in the film -- before that concept had even been invented!