> Whilst elsewhere there are people making millions from reviewing mattresses True, but from what I read, this guy had SEO experience and ranked #1 for "Casper

> Whilst elsewhere there are people making millions from reviewing mattresses True, but from what I read, this guy had SEO experience and ranked #1 for "Casper Mattress Review" for many years. In other words he was clever at marketing his site which was stuffed with affiliate links along with 1 on 1 agreements with some mattress companies. Most techies who are coming up with "clever technical solutions" either don't validate a need for their offering, or really suck (add me to this list) at marketing their solutions / online businesses.