This sounds more like having a distributor than having a landlord.<p>Imagine you create a craft beer.  You can&#x27;t build a relationship with all of the bars, restaurants, nightclubs, gas stations, convenience stores, and grocery stores that sell beer.  So you sell through a distributor, who has all of those relationships.  The amount of product you sell is now at the whim of that distributor.<p>You own the product.  The distributor owns the means of getting it to the audience.  You can sell some direct, but not as much as the distributor can.  So you go to them for volume.<p>You can increase sales by creating a better product, so consumers demand it (i.e. high quality content).  You can provide incentives to the distributor (i.e. paid ads on FB).  You can do some of your own marketing to make it appear more valuable.  But ultimately, you have to sell to the distributor as much as the end customer.<p>And if you&#x27;re in a popular category (content&#x2F;craft beer), the more people that enter, and the more product they have, the less share of shelf-space (which is like the facebook feed) any one product is going to get.