Category Archives: WordPress

The open source publishing platform I co-founded — development, releases, community, and the ecosystem.

Inc Hit Piece

Automattic, Press, Travel, WordPress

When Inc Magazine reached out to have David H. Freedman (website powered by WordPress) write a feature piece I was excited because though Inc wasn’t a magazine I have read much since I was a teenager, David seemed like a legit journalist who usually writes for better publications like The Atlantic. I opened up to David with a number of vulnerable stories, and allowed the photo shoot in my home in Houston.

Whether it was him or his editors, unfortunately the piece has turned out pretty biased and negative, even to the point of cherry-picking negative photos from the photo shoot they did in my home. It also has a number of basic errors which make me question the fact-checking and editorial integrity of Inc in the first place. Let’s go through it.

Although they have dozens of photos of me smiling, it starts with one where I look pretty morose. At least I got some Sonny Rollins and Audrey Hepburn in the background.

The article starts with a conversation David had with me while we were both in the bathroom, away from his recorder, where he remarked that the bathroom was really nice. I talked about visiting Google in 2004 when I first came to San Francisco and thinking they had cheap toilet paper, and how given that Automattic’s offices are barely used there’s no reason not to spend a few extra bucks on nice soap and toilet paper to give a better experience to employees and visitors. (For those curious, we use Aesop soap and Who Gives A Crap toilet paper, a brand that donates 50% of profits to charity.) I chose these brands because it’s what I use in my home, and I want people in our offices to have the same quality. David spins it thusly:

I ask him who at Automattic, the estimated $710-million company of which Mullenweg is CEO, is responsible for toilet paper and soap quality control?

“Me,” he says, beaming. 

Of course, Mullenweg’s control of Automattic extends well beyond the bathroom walls.

Now you know how the rest of the piece is going to go! Factual errors mixed with bias. First, no credible business publication would put Automattic’s valuation at $710 million, our last Series E primary round was at $7.5 billion. That was 2021 and we’d probably trade closer to $5B now with current multiples, but still the article is an order-of-magnitude off.

David asked if there was a person responsible for choosing toiletries: of course not! We have better things to work on. The entire thing took probably 30 seconds of my time, from going to the bathroom in our New York office to sending a Slack message, and I haven’t thought about it since until David commented about our bathrooms being nice, while we were both in the bathroom and I was washing my hands. Okay, back to the article.

And it all began when Mullenweg got very annoyed, very publicly, at a $400 million company called WP Engine. 

Once again, Inc is unable to distinguish between revenue and valuation.

On September 25, more than 1.5 million websites around the world suddenly lost the ability to make some routine software updates.

First, WP Engine doesn’t host 1.5 million WordPress sites. This was easily checked on our website WordPressEngineTracker.com, which as best we can tell from crawling the web, looking at domain registrations and public data from BuiltWith and W3Techs, they probably had ~745k sites on September 25th, so the second number in the piece is off by 2x. Second, those sites could still do software updates using WP Engine’s tools or by uploading new versions, it was just the connectivity between WP Engine’s datacenters and WordPress.org’s that was impacted for a few days.

WP Engine had royally pissed off Matt Mullenweg for not contributing enough to the open-source community, in his opinion. Mullenweg claims he had been in negotiations with WP Engine for months to get them to cough up their fair share one way or another, but finally decided the company had dragged its feet for too long, leading him to break off talks and go public with his ire.

No, the negotiations, and what they were doing wrong, was abuse of the WordPress and WooCommerce trademarks. I also think it’s lame how little they’re involved in the software their entire business is built on and their ability to serve customers was dependent on free server resources and bandwidth from WordPress.org, but our negotiations were about trademark use.

Mullenweg controls the WordPress Foundation, the non-profit that oversees WordPress’s open-source software, the website that serves as the gateway to WordPress resources, and the WordPress trademark.

False, false, false. First, I do not control the WordPress Foundation. I am one of three board members, so by definition am not in control. The other two board members could remove me at any time. Second, the Foundation does not oversee the core software, or the WordPress.org website! This is super clear in WPE’s legal filings, in the about pages of the respective websites, by talking to anyone who understands this. Really shoddy journalism.

The nearly 1,700 employees—a number that reflects the more than 150 who have left in the past few months—are scattered officeless across 90 countries.

As you can see on our about page, Automattic has 1,750 employees, not “nearly 1,700.”

In person, Mullenweg comes off as surprisingly chill when we meet on October 22, given all the angry online noise and employee turmoil surrounding the WP Engine beef for the past three weeks. He is a young-looking, animated 40 with a near-constant grin, and his neat beard and shawl-collar cardigan sweater contribute to his laid-back air.

I’m quoting this just to show they would occasionally say something nice before twisting the knife or going back into inaccuracies. A “near-constant grin” they couldn’t capture in photos.

Two days later, a comment popped up under the post from a U.K. coder named Mike Little: Would he like some help? 

Three obsessive days later, Mullenweg released the results and followed a friend’s advice to name it WordPress— only after checking to make sure the domain names WordPress.com and WordPress.org were available. This domain ownership would prove critical.

It’s true that Mike Little commented a few days after my blog post in January 2003, but WordPress’ first release wasn’t until May 27th, 2003. Not “three obsessive days later.” This fact could have been easily verified by digging deep into obscure sources like the Wikipedia entry for WordPress.

Though there are different versions of open-source licenses, the general idea is that anyone can freely download and use the software, and anyone can modify it as they see fit, and then release it as their own version. But the original developer of the fork retains the trademark rights. And when it comes to WordPress, the rights belong to Mullenweg. 

I’m not sure where to start… The WordPress trademark doesn’t belong to Mullenweg, it belongs to the WordPress Foundation. David has clearly not been able to figure things out at this point. But again, this is easily checked by looking at the WordPress trademark on the USPTO site.

A 2020 study commissioned by WP Engine calculated the value of all business driven by WordPress to be $600 billion, and growing rapidly. No one gets a bigger piece of that pie than Automattic.

Okay, now after saying Automattic is worth $710M and WP Engine is worth $400M, you’re now breathlessly quoting WPE’s PR slop claiming the WP ecosystem is $600B (it’s not, probably closer to $10-15B/yr) and then immediately pivot into saying that Automattic gets the biggest piece of that pie, something clearly not true based on our revenue versus everyone else in the ecosystem.

Mullenweg had another complaint: WP Engine was violating Automattic’s trademark rights over the WordPress name, based on the fact that WP Engine freely used the abbreviation “WP,” and that “WordPress” appeared throughout their website.

I’m quoting this just to point out how bad the quality control is at Inc Magazine: the link for “another complaint” doesn’t work, it has the code <a href="http://@photomatt">another complaint</a>. They can’t even make sure all the links work in their published articles! I presume this was trying to refer to a tweet of mine, but no one reading the article will be able to know what it was. I would like to know, because our trademark complaint had nothing to do with “WP”, it was about the use of “WordPress” and “WooCommerce.”

Inc Magazine already runs on WordPress, though they use a needlessly complex and expensive custom front-end instead of just serving the site natively. Maybe in their next re-architecture they can take the money they save by getting rid of their lame headless implementation and put it towards fact-checkers and better editors.

Whenever Mullenweg is accused of being too controlling, he often points out he turned over control of WordPress software to a non-profit called the WordPress Foundation. He created the Foundation in 2010, and did indeed assign it all WordPress rights.

I have never said that, and it’s not even factually accurate or possible for me to assign all WordPress rights.

But few people who have looked at the Foundation take its independence seriously. Mullenweg is chairman of its three-person board. Little is known about the other two members, and their names don’t appear anywhere on the Foundation’s website.

The names of the other directors do appear on the Foundation website, for example in this October 17 blog post that says “WordPress Foundation Directors: Mark Ghosh, Matt Mullenweg, and Chele Chiavacci Farley.”

Now the article includes a picture of me at the computer, and out of the hundreds they have with my eyes open, they for some reason chose this one where my eyes were closed.

Like most theme vendors in the early years of that small sub-industry, it sold its themes under a proprietary—that is, non-open-source—license. But in 2008, Mullenweg cleaned house of all theme vendors who refused to switch to an open-source license. Only Thesis held out.

In response, Mullenweg offered to pay Thesis users to switch. He also reportedly paid $100,000 to acquire the domain name “Thesis.com” from a third party and had the name direct to an Automattic blog about theme design.

Themes in WordPress are linked and integrated in a way that the GPL license applies to the PHP code, so if you publish and distribute a WordPress theme the PHP needs to be GPL. There has only been one person to dispute this, Chris Pearson from Thesis, no lawyer or the thousands of successful themes since then have tried to violate the GPL license. Chris is a clown, and the only source for saying that 100k was paid for the Thesis.com domain, I will say now that the domain was bought for a small fraction of that. Again, no fact checking or citing sources.

Thesis eventually gave in. But many in the WordPress community were put off by what they saw as Mullenweg’s vindictive, bullying behavior, and some eventually even left WordPress for other publishing platforms because of it. 

It’s funny to talk about the last big controversy in WordPress world being in 2010, I think it actually speaks to our stability. Since 2010, when “some eventually even left WordPress”, the platform has grown market share from under 10% to 43%. I think in a few years we’ll look back at WP Engine as inconsequential as Thesis, and Heather Brunner as credible as Chris Pearson.

Some are leaving WordPress entirely. Cernak of Northstar Digital Design has already decided to abandon WordPress (and WP Engine) for a much smaller, rival website-development platform called WebFlow. “I can’t depend on WordPress if Matt is going to make changes based on whatever he happens to want at the time,” he says.

Wow, they found one person leaving WordPress for Webflow. Is that cherry-picked, or a trend? Again, you can go to third parties like W3Techs to see the relative market share, and see that we’ve gained share since September and Webflow has been flat. Northstar Digital Design “is a creative agency specializing in digital marketing, blockchain technology, web development & design” with 5 followers on X/Twitter. Their website lists no clients or portfolio. It’s unclear how many sites they are responsible for. But this Cernak character is quoted like he’s some authority or representative of a trend. Maybe he’s more credible on blockchain technology.

When I ask Mullenweg if he is feeling traumatized by the pervasive criticism, he tells me about the time he was playing in a Little League game when his teammates saw, through his thin white pants, that his underwear had cartoon characters on them. “They started laughing. That was traumatic for me. But now it’s a funny story,” he recalls. “Tragedy plus time equals comedy.” 

Whether or not anything about the current crisis ever seems funny to him, he insists it will all end up as a beneficial experience. “The best things come out of adversity and clashes,” he says. “We’re going to come out of it way stronger.”

This is a true story, I was very open and vulnerable with the journalist.

In a prepared statement emailed to Inc., a WP Engine spokesperson said that “we are encouraged by and supportive of the ideas we see being shared by leaders within WordPress and adjacent open-source platforms to reimagine how key elements of the WordPress ecosystem are governed and funded….” It is a clear plug for pushing Mullenweg out of his BDFLship.

Oh finally, WP Engine talks to the press after months of avoiding interviews and conferences. This is a great statement given WP Engine can barely fund and govern itself, much less the broader WordPress ecosystem, and I doubt the broader WordPress hosting ecosystem would prefer Silver Lake and WP Engine holding the reins of WordPress.

There’s more slop in the article but I’m not going to go through everything. I know a lot of entrepreneurs follow me and I don’t want your takeaway to be “don’t talk to journalists” or “don’t engage with mainstream media.” When Inc reached out I thought back to when I was a teenager reading Inc and Fast Company, and how those magazines were inspiring to me, I didn’t think as much about their decline in editorial quality and relevance. I read David’s other pieces and thought he had some great insight, but this is a good example of where a decent journalist can’t overcome a crappy editor and quality control. I probably wouldn’t be excited to work with Inc Magazine again while Mike Hofman is in charge as editor-in-chief, he’s clearly overseeing a declining brand. But I will continue to engage with other media, and blog, and tweet, and tell my story directly.

If you’d like to see how much editorial bias can shape a story, I will say that Inc just published a great profile, with flattering photos, of my good friend Stacy Brown-Philpot. When an editor wants to make you look good, they can! If they decide they want to drag you, they can too. Everything in my interactions with David and Inc made it seem this would be a positive piece, so be careful. I’ll also contrast it with the excellent cover article University of Houston published a few days ago.

We’ll see if Inc Magazine has any journalistic integrity by their updates to the article.

The talented Felix Arntz has given an incredible Christmas gift to the WordPress community with his fast, light, and accessible Snow Fall plugin, which is live on this site and you can install on yours. I hope everyone is having a happy holidays! Search for “snow fall” in your plugin dashboard and install his version, make your site cozy for the holidays.

State of the Word Tokyo

Automattic, Design, Video, WordPress

It’s a dream come true being here in Tokyo for State of the Word 2024. We’re going to be in an amazing venue that looks over the city. Most of WordPress and Automattic’s senior leadership is here, and we’ll also have several hundred folks from the local community and press.

(Update: If you’d like a fantastic recap of how the event went, check out this post on .org.)

We’ve gotten so much inspiration over the years from Japanese culture, we wanted to make this event really “of the space” so we’re doing a few extra things this year. My presentation will include Mary Hubbard and Matías Ventura, but also part of it will be in Japanese and presented by Junko Fukui Nukaga. We’ll have piano performances by Aiko Takei. After the presentation and Q&A we’ll do a panel in Japanese with Mieko Kawakami (one of the top novelists in Japan, on par with Haruki Murakami), Craig Mod, Hajime Ogushi, and Genki Taniguchi.

For those who can attend in person, we’ll have a reception afterward with some unique gifts including posters from a local Kanji artist and nice sweater to keep everyone warm this winter.

If you’d like to livestream at home, you can do so on Youtube here:

UH Magazine, Revisiting My Alma Mater

My father attended University of Houston, and it’s where I went to college to study political science, I started WordPress when there, and then dropped out after two years to move to San Francisco. It was fun seeing UH Magazine feature an article about my journey from a University of Houston student to co-founding WordPress and leading Automattic. I was surprised they put me on the cover of the physical edition! I wish my Dad were still around to see it.

The piece explores my commitment to open-source, my vision for democratizing online publishing, and the values of creativity and adaptability that have shaped my path. It’s an honor to reflect on these experiences with my alma mater.

My Freedom of Speech

Automattic, Design, New York, WordPress

WP Engine has filed hundreds pages of legal documents seeking an injunction against me and Automattic. They say this is about community or some nonsense, but if you look at the core, what they’re trying to do is ask a judge to curtail my First Amendment rights.

The First Amendment is the basis of our democracy. It is inconvenient and important. It’s also short, so I’m going to quote the First Amendment in its entirety:

Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances.

This means that, with rare exceptions, the government cannot tell you not to say something.

Freedom of Speech is not Freedom of Reach

The First Amendment says I should be able to state facts and my opinions about WP Engine. However, the New York Times is not required or compelled to publish them in their newspaper and distribute them to their subscribers.

WP Engine is free to publish whatever GPL code they want to the world. WordPress.org should not be compelled to distribute it or provide it free hosting.

Quiet For A While

After this post, I will refrain from personally commenting on the WP Engine case until a judge rules on the injunction. I will continue to exercise my First Amendment rights to promote others’ speech. However, I hope others speak up on our battle with WP Engine, and I will boost their speech wherever I can.

Response to DHH

Automattic, Design, Open Source, Politics, WordPress

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.

Automattic Alignment

Automattic, Design, WordPress

Winston Churchill said, “Never let a good crisis go to waste.” Since I last blogged here, WP Engine filed a meritless lawsuit and Automattic responded, and there’s been a hurricane of public activity and press. Inside of Automattic, there’s been a parallel debate and process.

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 with Theo / T3.gg

Interview, Open Source, Press, Tech, Travel, WordPress

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.

Where is Lee Wittlinger?

Politics, WordPress

Lee controls the board of WP Engine. The board is why WP Engine hasn’t done a trademark deal for their use of the WordPress and WooCommerce trademarks.

You hide behind lawyers and corporate PR when you’re wrong, not when you’re right.

I’m replying on Twitter, I’m commenting on Reddit and Hacker News, I’m dropping into livestreams with ThePrimeagen and WPMinute. I’m talking to journalists whenever they reach out, and I’m happy to go on any large credible podcast or show to discuss these issues.

Lee could do the same. Why isn’t he?

Lee is a managing director of a $102B private equity firm, he is probably richer than me. (Though I doubt he gives back as much.)

“Because their lawyers are telling him not to.” Why do you think their lawyers are telling them not to?

Open invite: Lee, let’s debate this publicly. Propose a neutral venue and moderator.

WPE & Trademarks

Automattic, Open Source, Politics, WordPress

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.

Further reading:

Charitable Contributions

Design, Personal, WordPress

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.

Are Investors Bad?

Automattic, Open Source, WordPress

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.

WordCamp US & Ecosystem Thinking

AI, Audrey, Facebook, Open Source, Tech, WordCamp, WordPress

(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:

  1. Learn
  2. Evolve
  3. Teach
  4. 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.

(Hat tip to Automattician Jordan Hillier for the great ecosystem image.)

Update: I ended up presenting this post and furthering the case against Silver Lake and WP Engine at WordCamp US on September 20th.

People Wanted

Automattic, Books, WordPress

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.

If you’ve read the book Endurance by Alfred Lansing, you know how that went. Pretty legendary. One of my most treasured possessions is actually a copy of Ernest Shackleton’s Heart of the Antarctic book signed by every member of the shore party and Shackleton.

You may have heard the news that we’re going to migrate Tumblr onto WordPress. Automattic has put up a similar page calling for talented engineers of any gender who want to join the voyage.

A nice new WordPress 6.6 is out, our 50th release, on the same day people are getting hit with huge bills from Webflow. I really enjoy working in Open Source. There is no more customer-centric license. There’s some really fun stuff cooking, too, I can’t wait to show y’all.

50 releases… wow. No matter what happens in the world, we’re just going to keep cranking. Three times a year. Relentlessly. A little better each time. Don’t believe me, just watch.