Matie Fricker is the co-owner of Self Serve Sexuality Resource in Albuquerque, New Mexico & selfservetoys.com. Matie and her business partner Molly Adler opened Self Serve in 2007 to bring positive sexuality into the light of day, creating access for adults to find healthy experiences of sexuality. Molly and Matie have been awarded the 2008 Tough Cookie Award from the National Association for Women Business Owners, Self Serve has won Best Sexy Shop in the Albuquerque Alibi for the last six years and Albuquerque Pride’s Most Outstanding Store Award. Matie is also the director of Pornotopia: Albuquerque's infamous community run porn festival. One of her proudest accomplishments was causing Rush Limbaugh to say “female orgasm” on-air multiple times.