In a universe of Lovecraftian horror, sometimes we need professional assistance.
That's where Elder Sign comes in. "If you suffer from an overwhelming sense of dread brought on by the realization of your own insignificance in the universe, then you need Elder Sign."
Perhaps you need HPL Insurance. "You can't control the gibbering madness that lies waiting on the edge of our reality but for a small monthly premium you can ensure that you don't pay for it when things go eldritch."