I kept my mouth shut for a while but this whole story with Phia is so bonkers I can’t even begin to unravel why people gave their money all willy nilly. And if you’re wondering, my free weekly newsletter is: Extragood.substack.com

Phia (ACTS - it is an AI shopping app that provides real-time data on user searches and shopping trends, and is used to drive shoppable content. Removing it would change the entire premise of the collaboration offer.)nHailey Bieber (APPEARS - merely mentioned as backing Phia. Removing her mention would not change what happens in the video.)nKris Jenner (APPEARS - merely mentioned as backing Phia. Removing her mention would not change what happens in the video.)nSubstack (APPEARS - mentioned as the platform the creator uses for content. Removing it would not change what happens in the video.)nInstagram (APPEARS - the platform where the DM conversation is taking place. Removing it would not change what happens in the video.)