As we know all too well at this point, when it rains, it pours in this hobby. Sometimes that’s a good thing, but this week was one of those times where you wished things wouldn’t all happen at once. 

It was one of those rare occasions where pretty much everybody was affected, pending the final consensus on one major play. Regardless of your MS specialty, chances are something(s) you were hitting died in the last week. 

Things are always dying in this hobby, but it’s harder to accept the change when it’s things that seem like they’d be around forever. While some of these plays were relatively nascent, others were longtime stalwarts of MS. Hell, I lost an account this week that was old enough to buy a lottery ticket.

While the surgical precision of a particular wave might make you panic over the increased usage of AI for anti-fun measures, I still don’t know how much that factors into this. Again, our activity is not hard for anyone with a brain to figure out. 

When you repeat the same action that is unprofitable for them over and over – every 24 hours, every promo, every 90 days, eventually somebody will notice, LLM or not.

There isn’t really any sage advice to pass down in this situation – MS always feels pretty cyclical, and this is one of the first bust cycles since the last big one ~18 months ago. It felt like the sky was falling then, but in the end, we’ve all done pretty well.

For me, the path forward is pretty clear. What’s here today is not promised tomorrow, and anything you think you’re hitting hard is being 10x if not 100x by someone else. 

Earn as much as you can, and try to resist the urge to napkin math your profits into the future, even if the play feels sustainable. Unless you’ve found a unicorn that you should take to your grave, it’s not going to last forever, and it will only make the inevitable shutdown more painful. 

Today is a great day to take a break from thinking about MS and go enjoy yourself with the spoils from these fallen plays. The forecast by me calls for “abundant sunshine”, which seems a little too optimistic. But hey, let’s give it a try. 

Máistte!