So can you break those down? And also, this is like an argument, not an argument, but like a debate that hasn't seemed settled yet is like, what is the difference between creator, creative entrepreneur? You know, like, how do you define these things in your world? Totally.

So indie media to me is media that doesn't have corporate backers or investors.

I think of it like we think of bootstrapped tech companies.

A bootstrapped tech company is a company where the founders back the project with their own money.

So it doesn't have outside investment, private equity or venture capital involved.

Indie media to me is the same.

It's when you launch something with your own capital.

So why should we pay attention to these acquisitions? And also, what like, is there a number that you would say, like, fuck it, I'm doing it, you know, like, how you hold that indie media line?

I want it to be a business in and of itself." Like, what do you suggest they do next?

The first thing I think is to pick the model that you wanna go after.

So there's really three that I see primary models: subscriptions, sponsorships, and ads.

I make a distinction between sponsorships and ads because particularly if you're a blogger, you can just hook up with an ad network and run, like, display ads, for example, off of traffic.

So if you're a blogger, you're in SEO, you can, like, never, ever, ever talk to a brand and still make money off of ads.

That's really different from, like, what I do, which is I work with brands personally.

I know my brand rep, and I'm putting my reputation on the line for a specific brand, not just, like, a group of brands.

Okay, so Lex, if people don't wanna be on Substack, where do they go? What do they use? How have you set up Revenue Rule Breaker? What are the alternatives to this, you know, very sticky, popular platform?