Yes, and not only is it not passive, but you actually have to say something interesting, which means you have to have some business knowledge in some field. And

Yes, and not only is it not passive, but you actually have to say something interesting, which means you have to have some business knowledge in some field. And even then, it actually makes money only if it works. Which is rare, probably more rare than a successful startup depending on the specific domain you are writing about.