A few years ago this would have sounded unusual. Today it is ordinary enough that most people do not think about it at all.

Platforms reward what keeps people watching, and this kept people watching.

A closer look

The best advice came from people who had already made the mistakes, and were happy to explain how to avoid them.

If you only remember one thing from this story, make it this: start small, check the details and do not let anyone rush you.

We spoke with people on every side of the issue: the ones who started it, the ones affected by it and a few who are still not convinced.