Why building something physical still makes sense in a world of free digital goods

The cost of creating digital things is going to zero — there's no friction there anymore. That's exactly why working on something physical, like a Shopify-based product brand, is interesting as a counterweight. Building a physical brand that you can develop over time carries a different kind of durability. When digital creation is essentially free, the scarcity and effort embedded in physical products and real brands becomes more meaningful, not less. Greg Isenberg frames his e-commerce experiment not as a claim to e-com expertise, but as a deliberate choice to work on something that has tangible constraints and can compound as a brand over time.