The culture war has shifted in a way I never thought possible. The big media conglomerates have been put on the defense on every front, to the way the fake news has gone full tilt in an effort to preserve their power, resulting in their lower ratings, not to mention the entire internet declaring war on a cable network, and now to this.
If you recall several months ago, Milo’s book through S&S shot to #1 on Amazon. Big money was there as it stayed at that spot for a while, which from what I understand of the Amazon rankings, would have outperformed his already hefty advance based on that alone. Milo was going to be rich, S&S was going to have a certifiable hit. Everyone would have been happy.
Instead, the company fell for the trap that so many companies do when they are faced with anyone who “wrongthinks” working on their products: they got scared of a small crowd of angry alt-left internet trolls who threatened the boycott and disavow game. Despite the overwhelming sales, S&S removed the book from their catalogue.
Milo self-published the book instead, not having to share royalties with any publisher, and guess what? It’s been extremely successful and shot to #1 again. Lesson right here for those who are scared of associating: NO ONE CARES. Your brand doesn’t get hurt from association. It doesn’t impact you in any way. The few spergs on the internet complaining, if any will, won’t buy your products anyway because those types are basement dwellers with no disposable income. Normal people are not paying attention, and they are actually more in tune to the political side in which you shun. If anything, the association will sell you a few products you wouldn’t have otherwise, because they may try out your brand tertiarily because they like who you’re associated with. That loyal liking is far more powerful than hate. It works every time. Try it.
And what’s great about this development this morning, is that S&S isn’t just losing their original sales, they’re not only losing the backlash from the right who saw a big corporation silencing the poor voice and oppressing a minority gay in the worst way, but now they’re going to have to settle a lawsuit.
I’m keen on how these legal battles work from experience in various business fields. First, juries/judges are always sympathetic to individuals vs. big companies. It’s how we work as Americans. It tilts the scales against S&S almost immediately as a monolith media conglomerate. Second, judges hate to deal with lawsuits like this. It’ll be a media circus like none other, and the only thing it can do is make the court look bad, so they’ll want to rid of it immediately. They’ll recommend mediation almost certainly, and S&S, not wanting to have a drawn out legal battle vs. Milo who has nothing to lose, will almost certainly have to settle. Vox Day commented that they probably don’t want to go to discovery and have the emails and other communications aired which may be extremely damning to the company. I think he’s likely right about that.
No matter the result, this is a huge loss for Big Media corporate world and a huge gain for the power of the individual with his own platform in the media landscape. Milo’s made big money by being authentic, and standing up for who he is. You can too. Take heart!