The author reflects on the term "content creator" and its evolution, arguing it dilutes the value of creative work. Citing Michelangelo's David as an example of timeless, impactful "content" that transcends modern metrics, the piece contrasts this with the commercialized language of "content creation" prevalent today.

Influenced by Bill Gates' 1996 essay "Content is King," the term "content" has become a catchall for diverse creative endeavors. The author shares personal experiences of using and then questioning this jargon after attending an indie business conference, where discussions revolved around "capturing value" and "lifetime value."

This led to a conscious effort to use more natural language, referring to website visitors as "readers" instead of "traffic" and a book as a "book" rather than an "info product." The author suggests that while the words themselves may seem minor, they shift perspective, reminding creators that their audience comprises individuals who choose to engage with their work, rather than mere data points for "lifetime value" extraction. The piece encourages others to consider if their chosen terms truly reflect their work or were adopted uncritically.