By way of disclaimer, I've watched this segment for years because I've sometimes intended to enter it myself on a similar-but-not-identical business model. But

By way of disclaimer, I've watched this segment for years because I've sometimes intended to enter it myself on a similar-but-not-identical business model. But being aware of the concept of a trust, I've avoided this idea entirely and watched previous failed attempts (eg Readability) with great interest.