Isaac Herzog

In my office in Jerusalem, there's an ancient seal. It's a signet ring of a Jewish official from the time of the Bible. The seal was found right next to the Western Wall, and it dates back 2,700 years, to the time of King Hezekiah. Now, there's a name of the Jewish official inscribed on the ring in Hebrew. His name was Netanyahu.

There's a reason publishers don't build on top of social platforms: publishers are an independent lot, and they naturally understand the value of owning your own domain. Publishers don't want to be beholden to the shifting sands of inscrutable platform policies.