I’ve taken this post down. I’ve been attacked so much the past few days; the most vicious, personal, hateful words poisoned my brain, and the original version of this post was mean. I am so sorry. I shouldn’t let this stuff get to me, but it clearly did, and I took it out on DHH, who, while I disagree with him on several points, isn’t the actual villain in this story: it’s WP Engine and Silver Lake.
A few bullets to his core points:
The headline “Automattic is doing open source dirty” is not fair.
Automattic did not work on a deal with WP Engine for 18+ months because of the GPL, or them using “WP” in their name, it was because of their abuse of the WordPress and WooCommerce trademarks. Trademarks must be protected, as evidenced by Rails trademark policy.
Our C&D is about public trademark abuse; theirs is about censorship, and doxxes private messages. They have since filed a kitchen sink lawsuit that embroils all of WordPress.org.
Updating ACF to Secure Custom Fields in our directory was to provide users of our plugin directory the best, safest, most secure code. It included a security update that still has not been merged by the ACF team.
We will merge any improvements ACF makes to their GPL code going forward and will also include enhanced functionality in the coming days to provide a secure and free drop-in replacement for ACF. If WP Engine didn’t want this to happen, they should not have published their code under the GPL or distributed it through WordPress.org’s directory.
I think it’s fantastic when businesses are built on open source, the WordPress ecosystem is at least 10B+ a year; Automattic and WP Engine are less than 5% of that.
Last Friday we said goodbye to 159 colleagues as part of our alignment offer. It was a tough day, there are a lot of close relationships within Automattic, and goodbyes are always hard.
On Monday, I got to be Oprah for a few minutes. We had scheduled a town hall for leaders around the company to speak to everyone, and our Woo team had ~350 people in person at a meetup in Tulum. I had five minutes to talk, and over the weekend, I had been brainstorming with finance and HR for something nice we could do for everyone who stayed. We couldn’t give them all a six-month bonus, which would have cost ~$126M, but we did take how much we spent on severance for the 159 people, rounded up a bit, and granted everyone at Automattic 200 shares of A12 stock, so about a $12M bonus for the employees.
What’s A12 stock? This is probably the first time you’re hearing about it, we haven’t had a chance to talk about this publicly much before.
Usually, options or common stock in a private company is fairly illiquid, with rare opportunities to sell or lots of restrictions like what Uber had; it’s not an efficient or predictable market. Options are “nice” because they can defer taxes, but you still have to exercise them, and they can go underwater. Also, as a fully distributed company, we have people in 91 countries, so security and tax laws around options make them not worth it in most places outside of the US.
When thinking about a stock plan for Automatticians, we thought, our most sophisticated investors have nice protections like a 1x liquidation preference, what if we gave that to employees, too? So to summarize, A12 is a special class of stock available only to buy if you’re a current Automattician with these characteristics:
There are twice-a-year windows to buy. You have to hold for 1 year, but then there are quarterly windows to sell, which is very predictable.
Automattic maintains the internal market, and provides a backstop so you can always sell the shares at what you paid for them or more, like a 1x liquidation preference.
Current employees can buy, but former employees are eligible for every selling window, there’s no politics like can happen with tender offers. It’s reliable and predictable.
Unlike options, A12 stock never expires. Once you own it, you own it.
Initially we only allowed $25k/year of A12 to be purchased, but as our business has scaled we now allow up to $1M/yr of A12 stock to be purchased. (Remember, the company has to backstop the purchase price.)
A12 is just economic rights, it doesn’t have any voting rights.
A12 stock can be transferred to a trust.
The price is set by an external firm, just like our 409a. Because that process discounts us so much for being private, it’s a pretty good deal compared to what investors would pay for a share.
We’ve mostly moved away from options, which really only work for already wealthy, sophisticated hires. We pay very generous base salary (which banks love, makes it easier to get a mortgage) and then people can make a personal decision whether the characteristics of A12 fits with their financial planning alongside index funds, stocks, and bonds.
We’ve been running this program since 2016. The main downside risk for A12 holders, which isn’t that different from common stock, is that we go out of business and can’t keep our commitments. But that’s true of any stock investment, and we have a pretty solid track record.
We want everyone to have an owner mentality, so we’ve also now started granting 1 share of A12 stock to every new hire.
Our legal team has their hands full right now with the Silver Lake / WP Engine stuff, but we’d like to open source our docs around this so other companies can offer the same thing easily, I’ll see if we can make time for that in the next few weeks.
We also announced something else cool for employees on Monday around our Grand Meetup in 2025, but to know that secret you have to work with us. We are one of the most open companies, but we can’t publish everything! ☺️
Yesterday in the African bush was great, I saw giraffes, zebras, warthogs, leopard turtles, elephants. Today wasn’t great: I witnessed a rhino shot with a tranquilizer from a helicopter, then it was held down, had its horns cut off, and then shaved down. I have some photos and videos from the event but I’m not going to share them, because I think it’s really tragic. While this was happening I put my hand on the rhino’s belly to try to send it love, because I can’t imagine how confusing and terrifying the experience was.
Let’s back up: Why does anyone care about rhino horns? First, you have to start with how dangerous false ideas and memes can be. Rhino horns are 92-95% keratin, just like your fingernails, the rest is basic stuff like melanin, calcium salts, magnesium, sulfur, nitrogen, amino acids, and phosphorus. There is nothing special or magic about a rhino horn that you couldn’t easily obtain many other ways.
However there is a dangerous infovirus going back thousands of years that rhino horns can cure various ailments, from cancer to fevers, and have aphrodisiac properties. To quote Scientific American:
Some purchase horn chunks or powder for traditional medicinal purposes, to ingest or to give others as an impressive gift. Wealthy buyers bid for antique rhino horn carvings such as cups or figurines to display or as investments. A modern market for rhino horn necklaces, bracelets and beads has also sprung up. […]
On the bright side, traditional Chinese medicine experts have increasingly joined the fight to reduce the demand for rhino horn. When China officially banned the international trade in 1993, it followed up by removing rhino horn as a medical ingredient in traditional Chinese medicine’s pharmacopeia and curriculum. […]
“Traditional Chinese medicine has a history of 3,000 years and we have been educating the public for less than 30 years,” Huang notes. “Therefore this is an ongoing education.”
Regardless of the reasons, there is a price for rhino horns. I was told the larger front horn would get about $300,000 on the black market, and rhinos have been poached to near-extinction. Combine that with South Africa’s 33% unemployment rate, some people turn to crime or poaching to make money. It’s cheaper and faster to kill the rhino and take its horn than tranquilize it as the game reserve did.
I don’t want to criticize the people at the game reserve. They clearly cared for the animal quite deeply, and while it was tranquilized, they provided other veterinary help for it, like removing ticks. They also put a tracker on its foot. They say they lock the horns in a vault… why? Burn it, toss it. The thinking is that reserves that are known for de-horning will attract fewer poachers.
This is obviously a middle solution, and I hope ten years from now we’ll look back at this as a point in time we learned from. On the demand side, it seems like aggressive education campaigns could help decrease demand for keratin from rhinos. On the anti-poacher side, I think drones will be able to secure perimeters far more securely than fences currently do. It would be fascinating for an economist like Tyler Cowen to dive into these issues.
Silver Lake and WP Engine’s attacks on me and Automattic, while spurious, have been effective. It became clear a good chunk of my Automattic colleagues disagreed with me and our actions.
So we decided to design the most generous buy-out package possible, we called it an Alignment Offer: if you resigned before 20:00 UTC on Thursday, October 3, 2024, you would receive $30,000 or six months of salary, whichever is higher. But you’d lose access to Automattic that evening, and you wouldn’t be eligible to boomerang (what we call re-hires). HR added some extra details to sweeten the deal; we wanted to make it as enticing as possible.
I’ve been asking people to vote with their wallet a lot recently, and this is another example!
159 people took the offer, 8.4% of the company, the other 91.6% gave up $126M of potential severance to stay! 63.5% were male. 53% were in the US. By division it impacted our Ecosystem / WordPress areas the most: 79.2% of the people who took it were in our Ecosystem businesses, compared to 18.2% from Cosmos (our apps like Pocket Casts, Day One, Tumblr, Cloudup). 18 people made over 200k/yr! 1 person started two days before the deadline. 4 people took it then changed their minds.
It was an emotional roller coaster of a week. The day you hire someone you aren’t expecting them to resign or be fired, you’re hoping for a long and mutually beneficial relationship. Every resignation stings a bit.
However now, I feel much lighter. I’m grateful and thankful for all the people who took the offer, and even more excited to work with those who turned down $126M to stay. As the kids say, LFG!
On Thursday, a prominent developer, YouTuber, Twitch streamer, and journalist posted a video titled This might be the end of WordPress. It was very harsh. In that video you’ll hear him say about me, “he’s a chronic hater” (7:55), “seems like he’s been a pretty petty bastard for a long time now” (10:22), “I hate this shit, I hate when people are assholes and they get away with it because I’m doing it for the greater good, the fake nice guy shit. I’ll take an asshole over a fake nice guy any day, people whose whole aesthetic is being nice, I hated it.” (11:25), “Honestly I’d rather the license just be explicit about it than this weird reality of ‘If you get popular enough you can still use it but the guy who made WordPress is going to be an asshole to you.’ That seems much worse than most open source models.” (14:39)… it goes on.
Ouch!
However, one of my colleagues Batuhan is a follower of Theo’s and suggested I engage with him. It turns out we were both in San Francisco, and he was game for a livestreamed, no-conditions interview at his studio. I believe discussion is the best way to resolve conflict, that’s why my door is open to Lee Wittlinger, Heather Brunner, Brian Gardner, or any WP Engine or Silver Lake representative who wants to talk to resolve things.
Saturday afternoon I went to Theo’s studio, we had a vigorous two hour debate and discussion with some real-time chat polling that also changed my mind on a few things, and his, too. I left feeling like I had a new friend. ️And met some awesome cats. Check out the video.
I dropped on the livestream for ThePrimeagen earlier today after a colleague pinged me that he was talking about the Silver Lake / WP Engine situation.
Afterward, I also privately shared with him the cell phone for Heather Brunner, the WP Engine CEO, so she can hop on or debate these points. As far as I’ve heard she hasn’t responded. Why is WP Engine scared of talking to journalists live?
I’ve been writing and talking about WP Engine a lot in the last week, but I want to be crystal clear about the core issue at play.
In short, WP Engine is violating WordPress’ trademarks. Moreover, they have been doing so for years. We at Automattic have been attempting to make a licensing deal with them for a very long time, and all they have done is string us along. Finally, I drew a line in the sand, which they have now leapt over.
We offered WP Engine the option of how to pay their fair share: either pay a direct licensing fee, or make in-kind contributions to the open source project. This isn’t a money grab: it’s an expectation that any business making hundreds of millions of dollars off of an open source project ought to give back, and if they don’t, then they can’t use its trademarks. WP Engine has refused to do either, and has instead taken to casting aspersions on my attempt to make a fair deal with them.
WordPress is licensed under the GPL; respect for copyright and IP like trademarks is core to the GPL and our conception of what open source means. If WP Engine wants to find another open source project with a more permissive license and no trademarks, they are free to do so; if they want to benefit from the WordPress community, then they need to respect WordPress trademark and IP.
I knew going to war with Silver Lake, a $102B private equity firm, they would pull out every dirty trick to try to smear my name, do oppo research, imply I’m a mafia boss trying to extort them, etc.
I have kept my personal philanthropy private until now. I would like to offer up one piece of evidence for the public to consider, which is the IRS accounting of my 501c3 charitable donations.
This is something I’ve tried to keep quiet, because true philanthropy isn’t about recognition. As you can see, my personal liquidity goes up and down but I give back as much as I can when I can.
2011: $295,044.60
2012: $401,121.00
2013: $2,088,890.88
2014: $98,648.00
2015: $101,947.00
2016: $42,300.00
2017: $51,562.50
2018: $606,957.68
2019: $620,802.65
2020: $607,452.48
2021: $2,151,602.26
2022: $2,780,054.20
2023: $2,276,425.06
If Lee Wittlinger, who controls Silver Lake’s investments in the WordPress ecosystem, or Heather Brunner, the CEO of WP Engine, would like to publish their charitable contributions over the past 12 years, they are welcome to do so.
Some people have been interpreting my comments around private equity and investors as saying they’re all bad and you should never accept investment or trust a company that does… I don’t agree with that at all. Investors are amazing, they’re the fuel of entrepreneurship and capitalism and responsible for most of what we enjoy today. I can look in the eye of another founder and wholeheartedly recommend Automattic’s investors—True Ventures, Addition, Tiger Global, Salesforce, GIC, ICONIQ, LVMH/Aglaé, Akkadian, Wellington, Sweetwater, Alta Park, Schonfield, Chris Sacca…—and say they’ve upheld open source values and allowed us to nourish the open source ecosystem and flourish as a business. (They’re not an investor, but there are new folks like OSS Capital which are totally open source aligned.)
So investors, even “private equity” ones can be okay, but just like with anything, there are good ones and bad ones, so it is worthwhile to look into their track record. After an investor joins a company, what happens next? Do they change away from an Open Source license? Does the community flourish or wither on the vine as a result of their actions? It can be complex because you can have, as we do in WordPress, some companies contributing and some companies just taking. Some investors, like ours, are minority investors, which means they don’t control the company. Some buy a majority share in companies and control them, and that’s where who ultimately owns things matters the most.
Can they change? Of course. Every saint has a past and every sinner has a future. I think everyone should be afforded that grace. But it can’t just be in words, it has to be in action.
I may make my keynote tomorrow a deep dive presentation into some specific examples of this going poorly, because I think it’s highly relevant to WordPress’ survival. Tune in! There will be a livestream here.
(This post should be read while listening to Wish by Joshua Redman. The writing is synchronized to the music reading speed.)
Contributor day just wrapped up for Portland for WordCamp US. If you ever have a chance to visit a WordCamp, I recommend it. It’s an amazing group of people brought together by this crazy idea that by working together regardless of our differences or where we came from or what school we went to we can be united by a simple yet groundbreaking idea: that software can give you more Freedom. Freedom to hack, freedom to charge, freedom to break it, freedom to do things I disagree with, freedom to experiment, freedom to be yourself, freedom expressed across the entire range of the human condition.
Open Source, once ridiculed and attacked by the professional classes, has taken over as an intellectual and moral movement. Its followers are legion within every major tech company. Yet, even now, false prophets like Meta are trying to co-opt it. Llama, its “open source” AI model, is free to use—at least until “monthly active users of the products or services made available by or for Licensee, or Licensee’s affiliates, is greater than 700 million monthly active users in the preceding calendar month.” Seriously.
Excuse me? Is that registered users? Visitors to WordPress-powered sites? (Which number in the billions.) That’s like if the US Government said you had freedom of speech until you made over 50 grand in the preceding calendar year, at which point your First Amendment rights were revoked. No! That’s not Open Source. That’s not freedom.
I believe Meta should have the right to set their terms—they’re smart business, and an amazing deal for users of Llama—but don’t pretend Llama is Open Source when it doesn’t actually increase humanity’s freedom. It’s a proprietary license, issued at Meta’s discretion and whim. If you use it, you’re effectively a vassal state of Meta.
When corporations disingenuously claim to be “open source” for marketing purposes, it’s a clear sign that Open Source is winning.
Actual Open Source licenses are the law that guarantees freedom, the bulwark against authoritarianism. But what makes Open Source work isn’t the law, it’s the ethos. It’s the social mores. It’s what I’m now calling Ecosystem Thinking: the mindset that separates any old software with an open source license from the software that’s alive, that’s humming with activity and contributions from a thousand places.
Ecosystem Thinking has four parts:
Learn
Evolve
Teach
Nourish
Learn is about keeping ourselves in a beginner’s mind, the curiosity to always engage with new ideas and approaches.
Evolve is where we apply those learnings to our next iteration, our next version. We see how things work in the real world: it’s the natural selection of actual usage.
Teach is actually where we learn even more, because you don’t really know something until you teach it. We open source our knowledge by sharing what we’ve learned, so others can follow on the same path.
Nourish is the trickiest, and most important part: it’s where we water the garden. If you’ve done the previous three steps, you’ve been very successful; now your responsibility is to spread the fruits of your labors around the ecosystem so that everyone can succeed together. This is the philosophy behind Five For the Future, which you’re going to see us emphasize a lot more now.
That’s the ecosystem. But if it’s the yin, what’s the yang? This openness and generosity will attract parasitic entities that just want to feed off the host without giving anything back. There are companies that participate in the Learn/Evolve/Teach/Nourish loop like a FernGully rainforest, and there are those who treat Open Source simply as a resource to extract from its natural surroundings, like oil from the ground.
Compare the Five For the Future pages from Automattic and WP Engine, two companies that are roughly the same size with revenue in the ballpark of half a billion. These pledges are just a proxy and aren’t perfectly accurate, but as I write this, Automattic has 3,786 hours per week (not even counting me!), and WP Engine has 47 hours. WP Engine has good people, some of whom are listed on that page, but the company is controlled by Silver Lake, a private equity firm with $102 billion in assets under management. Silver Lake doesn’t give a dang about your Open Source ideals. It just wants a return on capital.
So it’s at this point that I ask everyone in the WordPress community to vote with your wallet. Who are you giving your money to? Someone who’s going to nourish the ecosystem, or someone who’s going to frack every bit of value out of it until it withers? Newfold, especially since its acquisition of Yoast and Yith, gives back. (I’ve asked them to consolidate their Five for the Future pages to better represent the breadth of their contributions.) So does Awesome Motive, 10up, Godaddy, Hostinger, even Google. Think about that next time it comes up to renew your hosting or domain, weigh your dollars towards companies that give back more, because you’ll get back more, too. Freedom isn’t free.
Those of us who are makers, who create the source, need to be wary of those who would take our creations and squeeze out the juice. They’re grifters who will hop onto the next fad, but we’re trying to build something big here, something long term—something that lasts for generations.
I may screw up along the way, or my health may falter, but these principles and beliefs will stand strong, because they represent the core tenet of our community: the idea that what we create together is bigger than any one person.
It’s a tough pick, but I think Inside Out 2 might be my favorite Pixar movie. Just everything about it was just so well done. How they incorporated the different aesthetics, neuralinguistic concepts, everything. Chef’s kiss.
I had a huge nostalgia blast today with this video from Lazy Game Reviews showing and setting up a Timex Datalink watch, which was a “smart” watch that would show data that you transmitted to it by holding it in front of your CRT monitor and it flashing a bunch of lines.
It’s hard to describe how much my Ironman Triathlon Datalink watch was my entire world when I was a little kid, I was totally obsessed with it. I filled up every bit of its memory with numbers and notes. And the Indiglo!
This is my 9th Burning Man; I started coming in 2013. It’s incredible how much it has changed and evolved in that time. I love seeing all the technology and engineering advances every year. In my time it has gone from more fire and flashlights to LEDs with rainbow and color everywhere.
I drove in on Sunday, my first time driving in. Logistically, it’s been smooth so far regarding access to power and water, and of course, I set up a Starlink. ☺️ It’s also been a Goldilocks year with the weather and wind.
Burning Man is heaven for photographers; the dust makes everything look dramatic. I wanted to return to my “PhotoMatt” roots and shoot this year, so I resurrected back my big camera, a Nikon D5, and I’ve gotten some incredible shots. Burning Man has a principle of Radical Self Reliance, which I tried to practice, but the XQD reader I brought isn’t working. The D5 has a USB port you can connect to, but it’s the one I consider the most cursed of all USB ports: Micro USB B Data.
No one likes that connector.
People often ask me what Burning Man is like, it’s hard to answer because it’s very much “choose your own adventure.” People can and do have radically different experiences. For me, this year has had highlights that included seeing the most amazing whirling dervish with live music, talking to people coding visualizations on art pieces, and doing dishes! This year I’m camping with Maxa and my work shifts are with the kitchen team. Maxa is legendary for the love and care they put into food, so it’s been amazing to see the effort that goes into making meals for 100+ people three times a day in extreme conditions. As you can imagine, this generates a lot of dishes and I’ve made it a personal goal to be the best dishwasher ever, scrubbing every nook and cranny while trying to conserve water.
If I can get a cable or card reader to download photos, I’ll post them on my Tumblr, so keep an eye out for updates.
There’s an apocryphal story about Ernest Shackleton putting an ad in the newspaper that read:
Men wanted for hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honour and recognition in case of success.
When we had some calm seas while I was on the Drumfire, with my schedule unusually clear and Starlink humming, I found myself writing Python with Claude to export and analyze all of my Swarm check-in activity. I have 14,021 check-ins. So now on my about page it lists the ~70 countries I’ve been to and the top 200 cities I’ve spent time in. But it made me think a lot about what my favorite cities are, so here are my top ten current faves, in no particular order:
Paris
Tokyo
Sydney
Florence
New York
San Francisco
Stockholm
Singapore
London
Houston
Any of these I would be happy to live in. Honorable mentions but didn’t make the cut: Austin, Jackson, Seattle, Copenhagen, Los Angeles, Washington DC, Montreal, Vienna, Reykjavik.
