Broader question: does this spell the beginning of the end for Hodinkee? Probably not. I think most will eventually let this gloss over (but not forgetting this, and the numerous “cock ups”). Once Hodinkee starts putting solid content back, then people will move on. Also, people new to the hobby will eventually come across their previous solid content (think talking watches, auction reports, 1675 and speedie reference points). Those new to the hobby may not even know about all these jokes that Hodinkee has now somewhat become. But on the other hand - advertising is a big part of Hodinkee’s revenues. If the big watch brands and so on see that Hodinkee has now become a sham in the eyes of the online community and collectors, maybe they’ll start to pull back ads and potential collaborations etc, to avoid the risk of being associated with Hodinkee. On the balance, i think Hodinkee will eventually pull through.... So they will launch a LE pocket watch with NOS movement next year.