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goodwill
1 a: a kindly feeling of approval and support : benevolent interest or concern b
(1): the favor or advantage that a business has acquired especially through its brands and its good reputation
(2): the value of projected earnings increases of a business especially as part of its purchase price
(3): the excess of the purchase price of a company over its book value which represents the value of goodwill as an intangible asset for accounting purposes2 a: cheerful consent b: willing effort
— good·willed
\-ˈwild\
adjective
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