There's a phrase you hear in marketing: "everyone is a creator now." It sounds democratizing, hopeful even, like the whole internet has become a Renaissance workshop where artisans and thinkers reach audiences directly. In practice, everyone is a marketer now. The "creator economy" turned out to be an economy where the thing being created, more and more, is demand for more of yourself. Your aesthetic, your opinions, your morning routine, your trauma, your fitness journey, your face: all raw material for the content machine, all measured against growth metrics that would make a mid-career product manager feel right at home.