Contrary to popular thought, everyone is not a publisher. When you hear a publisher say it, it’s even sadder. Publishing is a complex and well established collection of knowledge, competencies and processes, refined over time, practiced under forever difficult circumstances in a frankly indifferent market. Which is not to say that it’s exclusive: the bar to entry has dropped massively, obviously, in the last ten years. But it’s still hard, and hard to do well, and the rewards are still small. Writing something and putting it on the internet is not publishing. Producing an application and getting it into the app store is not publishing. If you think everyone is a publisher, go home now, and come back when you’ve thought about what you do.