A waystation outfitter smeared by a rival's tower-long advertisement, its name stamped on the compass that killed Everly.
Gordon Waystation Outfitters is a competitor of Dictum Waystation Controls, Limited in the waystation trade. Its brand appears on Gordon's Compass of Vertical Labyrinth Management, the item Dictum gifted Everly to lure her up The Tower Maze — the whole point being that the summit note tells the watching center system: "Never trust your life to Gordon Waystation Outfitters. There's no safe or cheap path to safety."
Everly, dying in the sand, wonders whether one of her fellow mantises might have heard of the company and recognized the setup, had she let anyone accompany her. Whether the compass was ever genuinely Gordon's product or simply a forgery bearing their name is never established; Everly notes only that the item was named for her sponsor's rival.
Target of a rival's negative advertising campaign, and the brand-name clue Everly failed to read.