e from the fact that he strategically managed his career better than I know better than everybody. Has anybody ever done it better than that? Because if you look at other stuff like Facebook or somebody starts a social media platform, quite often there's a big piece of luck involved. Or somebody was going to make a Facebook, the Facebook, and Zuckerberg was there.

But if you look at Joe Rogan's career, I mean he just carved that out of a rock. That just wasn't there. It wasn't going to happen on its own. I think social media platforms probably were going to happen. Somebody was going to make one and one of them would be the bigger ones. But the Joe Rogan Experience, that just didn't have to happen. He just carved that out of nothing. So that's just more impressive to me.

So here's the interesting part that I'm tracking. I have a theory that one of the biggest forces affecting civilization is known but underappreciated, and that is that our attention spans are shrinking. And our attention spans are shrinking for the obvious reasons, right? Our digital devices give us a little quick hits of dopamine to the point where I actually timed — and I told you this before — I timed how long it takes me to turn on my regular legacy television and wait for the prompts to come on and work through them and find a show. And it takes about 18 seconds, which I find unbearable.

Eighteen seconds of just looking for something to do while you're sitting there is way longer than I'm willing to wait. Because in 18 seconds I could have five to ten dopamine hits from Twitter. Or I could go to Locals and get five dopamine hits and fit it in 18 seconds. So I would say that normal legacy stuff is no longer competitive because our attention spans have shrunk below the baseline that they can get my regular television on a regular TV. It just isn't that fast. I don't know how they're going to make that fast enough.

But I would say more generally the advertising model is going to decline quite a bit. It won't disappear. But the problem is that I think advertisers are going to notice it didn't make much difference. But they're not getting as much benefit from advertising as they hoped, except for the kind of advertisement where you're finding out about something existing, which always works. Yes, if you don't know something exists, you're not going to buy it. But among the generic stuff, advertising doesn't seem to make much difference.

And so there's that. But I think the attention span part is the other. So I think things are going to move towards subscription services. And then here's the big prediction: digital warlords. So I'm going to make up that term and see if it sticks. Digital warlords. So a digital warlord would be not somebody who's interested in war. I'm just using it as a colorful term. But rather somebody who has a community that is defined usually by a subscript